Colors — The Survival Guides
Lavori in Corso
The MM Code
Shades of Our Times
The Global Wardrobe
Benetton Group
Manda il 5X1000 a quel Paese
American Portraits
Clothes for Humans
Verde Campus
25 Days
Present Future
The Special Need
Torre Milano
Welcome to Vorland
Climate Change Hurts
The Survival Workshops
Something is Cooking
Project index
25 Days

A 250-page book, conceived during a 25 days residency, to celebrate the 25th anniversary of Italian denim brand GAS.


Role: Editor-in-Chief
Client: GAS Jeans
Year: 2009

To celebrate its 25th anniversary, Italian denim brand GAS came up with the idea of setting up a residency inside their headquarters, inviting twelve creatives to delve into the brand’s essence and condense it in a 250-page book. I was selected as editor-in-chief.

Over the course of a manic 25 days, we rummaged through old archives, interviewed as many people as we could – from the seamstresses to the founder, from the shop assistants to the fashion designers and former testimonials – and came up with a 250-page publication. The titles of its nine chapters were also the bullet points of a future brand manifesto.

The process was a lot of fun and the final result is still, in my opinion, a good example of brand storytelling. 

Art Director: Lele Villari 
Project Manager: Erika Sartori 
Photo Director: Marco Mucig 
Graphic Designers: Alessandro Maffioletti, Eugenio Ormas 
Illustrators: Elena Xausa, Lorella Pierdicca
Photographers Makoto Nakashima, Sara Gentile 
Writer: Giacomo Cosua 
Videomaker: Sara Tirelli 

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