Usual is an independent street label born in 2016 and based in the suburbs of Milan. With a strong aesthetic identity deeply rooted in the '90s graffiti world, Usual blends references of street art, hip hop and skate culture to depict classic scenes of outskirts through a careful selection of streetwear gears. The core consists of oversized sweats and T-shirts. Read more…
Some play with quotes from the Nineties by reworking font and graphics from that period, others belong to the "Nostalgia 1994" line, a series of logo tees and hoodies. Usual goods are 100% designed and made in Italy by a brilliant collective of creators. Try the underground of Usual and you'll never go back!
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