Today we’re releasing a new graphic T-shirt collection. But first, let us whisk you away… to a place where folks don’t believe in personal space.

The good news is you’re on a beach. The water is perfect. You’ve forgotten what clouds are. The summer sun has taken a direct flight to your face.

You’ve pitched up early, gravitating to the one spot on the beach where there’s a little clearing. But you won’t get away with this for long.



On this beach you’re among Italians. Sicilians to be precise.

Here everyone is prepared to lie down right next to people they’ve never met. Here, strangers are among friends.

So sure enough, a local couple soon rocks up right next to you, positions their chairs in your direction, and the mustachioed one of the pair lights a cigar and begins reading the paper.

Now in England, you might call this lack of awareness. But as Hope – our resident fashion designer – discovered on this beach, and on this whole island, everything is made to be shared. Beaches, cigar smoke, and, of course, food.



There’s also a drink that’s more generous than any we’ve come across.

The caffè sospeso translates as a 'pending' coffee. And it’s a tradition that goes back to mid-20th century Naples. 

How it works is pretty simple: If someone is feeling happy, they buy two coffees, but only drink one. 

This leaves a ‘pending’ coffee. Then someone else, perhaps a little down on their luck, might arrive later and ask if a caffè sospeso has been paid for. If it has, they are served coffee for free.

It’s an anonymous act of kindness and solidarity. 

And you could say it’s part of La Vita Generosa...

Arriving in four styles and printed onto colours like Amalfi Blue, La Vita Generosa is our newest collection of graphic T-shirts.

It's a little celebration of Italian generosity with sardines and sun emblems that look right at home in a Sicilian town, where the stonework and faded signs look like they haven’t changed since 1966.

It’s the kind of place where hustle doesn’t really exist. Just plenty of olives and sardines.

La Vita Generosa or The Generous Life, is a simple motto we believe will transform the fashion industry. As simple as buying a caffè sospeso on a sunny day in Sicily.

LA VITA GENEROSA