Diamond Supply Co. – Atlas t-shirt by Fresco Distribution

I consider Diamond Supply Co. an absolute trendsetter. Nick Tershay, the man behind this brand, is a visionary skateboarder that is able to map out in his mind how the next graphics should be and he leads the streetwear industry by example, with countless imitations. Do you think that this is too much? Well, to design Atlas t-shirt to represent Italy most brands would have worked on mafia or pizza references but this is not Diamond case. Probably inspired by Atlas statue from Archeological National Museum in Naples, this design shows two man carrying on their shoulders a huge diamond with another man on top. The style of this design is something that is close to Futurism, the Italian movement that shook the nation in the beginning of the 20th century. This t-shirt that Elena S is wearing may even bring back memories of the movie poster of that Fritz Lang masterpiece called Metropolis. One thing is sure: it sounds weird here in Italy to wear a Diamante Italia per la vita t-shirt. At the same time it is what it is: a Diamond Italy forever t-shirt, no more no less. The Diamond movement shares common ground with Futurism: it spread out of the country where it was born and relies on the beauty of speed. The speed of its bearings that make roll your skateboard faster. So now all you have to do is get in touch with Fresco Distribution, tell them that I sent you and ask for some “ferramenta veloce”. And you thought that this was “just another skate t-shirt”…

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