M.G.M., TELL US HOW DID YOU COME UP WITH THIS “ULTRA-MODERN” IDEA TO ‘GIVE LIFE’ TO ART AND TO ARTISTS?
It happened in December 2007… I was in my office and I was thinking that there was a real need for something that could return Beauty to what we do, and by ‘we’ I mean all Human Beings…
I’ve had many experiences in my life, in so many different directions, so it is not hard for me to think of something in the graphics field or the advertising fields or whatever… I thought about things I would have liked to see… something to change trivial consumerism trends, this hyper-production which leaves us no time to “use up something” before buying another, where things sold have only one aim: to become rich.
In the wake of these reflections and of many others we can discover on another occasion if you like, I thought of realising something that could give me a feeling of originality and of “fresh quality” as I called it.
CAN YOU EXPLAIN MORE IN DETAIL?
- turning a clothing item into an artwork,
- “evaluating” it as a screen-printing reproduction of a painting by a “living” contemporary artist,
- giving talented people an opportunity to become known,
- causing them to participate, by selling their work through the Canvas Shirts once it becomes famous, in concrete projects giving expression to quality and work even in other sectors.
- creating a team of professionals working “Together” for the “made-in-Italy” with the class and quality that is recognised worldwide.
HOW DO YOU THINK THIS CAN HELP ART/THE ARTIST?
Help is not the exact word for me; I believe the world I would use is rather “support”.
Supporting an idea, a person, a market, transmits a feeling that the primary resource is already there, and I am convinced of this.
Future can support conditions that are “new” for the way in which they are expressed, but the resources already exist.
We are a team of practical people who intend to put their individual experiences together for something having an added value: the fact of considering ourselves as a Whole, able to support this project as well as other, future ones.
AND WHY USING SCREEN-PRINTING AND NOT DIGITAL PHOTOGRAPHY?
Screen-printing is a very ancient technique, unknown to many, which has a specific commercial quotation of its own in the art market, as a reproduction of an original art work; in fact, the first copies reproduced are marked with Roman numerals, whereas the other, still limited, copies are marked with Arabic numerals.
This reflects the faithfulness of the reproduction of an artist’s work.
IT IS NOT A DIGITAL PHOTOGRAPH.
It is such a complex technique, indeed, that I’ve decided to make a video so as to make the non-expert realize what this means and how much team work there is behind it.
It is just fascinating to see how only other artists, because they are other artists, in this case of reproductions, can let an original work be even in our home or in our wardrobe with its true colours in our “case”. This is the instrument, through which artists can make themselves known. I mean, their work being reproducible.
Imagine to see it ‘walking’ around the world… like a Canvas Shirt, like a Canvas Dress.
Isn’t it fun, thinking that you can bring Beauty around, and not only that?
HOW DO YOU THINK THIS MAY HELP TRADE AND THE MADE-IN-ITALY?
People need to be able to believe again that the quality of what they’re buying corresponds to the price they pay.
Although we’re selling contemporary art screen prints, we have decided that they would be represented by what we have called Canvas-shirt, which is made entirely in Italy and with excellent workmanship, including the trademark embroidery, the fabric used and the model, created by ourselves; it is absolutely in line with what it represents.
WHAT IS, ACCORDING TO YOU, THE ADVANTAGE OF THIS T-SHIRT (Canvas Shirt)
The advantage? You can visit your friends and let them look at an art work without inviting them at home, for example… I’m joking.
Our Cult ‘n’ Trend trademark intends to leave a new mark, by putting history and fashion together, for instance, or proposals and culture, style and beauty: I think
I could go on combining a lot of other elements to express the advantage.
IS IT APPLICABLE EVEN FOR OTHER PRODUCTS?
Of course.
We intend to offer works reproduced by screen-printing through a lot of products.
It’s a revolution…
WHAT IS ART FOR YOU?
It is the only human part that explains the Reason for Being.
Is what raises the Individual above himself/herself.
Where there is creation there’s God.
Don’t you agree?
