There is no better example than Doomsday if we talk DIY philosophy. The people behind this brand worked following Julius Caesar ethic: they came (under the spotlight), saw (an uninspired streetwear scene) and conquered (the heart of its fans). There is no way to attend a hip hop live show in Italy without seeing several Doomsday t-shirts and caps. Other brands too achieved this status but if we talk worldwide brands with global support by media and a hype bigger than life, we are not talking about a group of friends from Sardinia with a wonderful vision. Such vision involves a true surfer soul mixed with OG skateboarding, all this with a healthy dose of humor and love for splatter B movies. It’s not that hard, you say? Try to duplicate, I dare you. The clique behind Doomsday not only worries about concepts but also about quality: beside its thin cotton fabric, the silk print of this Japan Hammerhead t-shirt is vivid and well executed. What’s an Hammerhead, you ask? To quote National Geographic it is one of the world’s deadliest sharks whose distinctive head is designed for greater agility and panoramic vision, making the hammerhead a hunter to be reckoned with. A surfer nightmare, to say so. I love the vibe of this t-shirt because its name brings back memories of a glorious skateboards shape by Hosoi that I know for sure that the people behind this brand love to death. So before the doomsday comes and this t-shirt worn by Serenella M will be out of stock, you can still cop it on Doomsday website… Pictures courtesy of Maurizio Milesi.