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. 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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