While dealing with Covid-19 and quarantine, Filippo Tamburi decided to design a collection around the theme and the rule of “Social Distancing” that is affecting the present of today’s society and has become part of every daily conversation. Socjal Club considers everything that is social and current to be a priority in the dialogue we are constantly having with our customer. Once again we have decided to use this situation to analyze and comment on today’s social media generation. “Socjal Distancing” is an ironic collection with a critical purpose and based on contraposition. First one being “Socjal” vs “Distancing”. Socjal represents the group of close friends behind the brand and the state of mind of today’s generation which doesn’t want to play by the rules. That is why the letters in the word “Socjal” are brought close together, to represent our union and mindset. On the other side, the word “Distancing” is spaced. Distancing is the rule, representing how things are supposed to be but often not something that kids want to follow. Written in red to underline the importance of it and the danger that breaking the rule could cause. Distancing imitates the Netflix logo. Why Netflix? Because that’s where our generation will spend most of quarantine. This brings us to the next contraposition featured on the back of t-shirts and crop tops. The phrase featured on the back is “Read a fucking book”, a quote from Superbad , a 2007 American coming-of-age teen comedy film. The quote was chosen as a joke to ironically criticize today’s social media generation who has no intention of reading a book but rather spend time on Instagram.
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