In the early 2000s, streetwear was somewhat of a vague concept to the fashion establishment and not a trend to chase.
The collection also features collaborations with the Inner Light collective, photographer Alessandro “Zuek” Simonetti, the Teletubbies franchise and snowboard brand Capita. Interspersed in the lineup are pieces from Double Decade, a celebratory capsule of gear bearing vintage logos, quotes, graphics, as well as archival pieces, including a logoed biker jacket.
The first Iuter piece released in 2002 was a T-shirt bearing the slogan “Training kills riders…Go party!!!” It was a clear declaration of intent, aiming to attract like-minded youngsters with shared passions and beliefs. Merchandise-driven first, Iuter collections evolved into a full-fledged offering backed by a stronger manufacturing prowess than other early entrants into Italy’sThey landed production at a manufacturing hub based in the Lombardy region, which served the likes of Fiorucci and Dolce & Gabbana, adding a layer of craftsmanship to the brand.
“We traversed decades and even though we feel like having reached an established status as a brand, we in fact have remained fresh,” said Leoni, summing up what he believes is the brand’s strength. “Today [fashion] is often about chasing trends. Iuter has indeed evolved but we remained true to our own identity, we added layers rather than changed our nature.
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