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Self-produced in via Olindo Guerrini in Milano. Xerox print. Handmade cover. Produced in unknown number of copies. between 100 and 200. Numbers 0 was a manifesto and a call to action.
In early 2000’s companies such as Nike started targeting the Milanese underground with marketing guerriglia; to involve writers and underground/street culture members to spread marketing messages. Selling goods through underground culture, was a practice that sounded like blasphemy at the time. We wanted to make a visual/grafic magazine questioning any brand loyalty.
But this was just a boring starting point. Fun came later. Studio was underground.