The collabo between Carhartt WIP and Giannasi for the Pane Quotidiano Onlus association

When talking about food in Milan, it is impossible not to think to Giannasi, a landmark of the Porta Romana district and the protagonist of an unusual collabo with Carhartt WIP. On the occasion of Pollo Arrosto Day, the national day of roast chicken on 2 October, the two have joined forces to create a capsule collection whose entire proceeds will be donated to the Pane Quotidiano Onlus association.

Consisting of a tee, a longsleeve and apron, the capsule collection is certainly not Giannasi's first experience in the world of apparel, which like other restaurants in the last year has realised the potential of merch and collaborations. L'As du Fallafel in Paris launched a collection created with Highsnobiety, while in Berlin Mustafa's Gemüse Kebap joined forces with Diesel in a trend that over the years has also involved names such as KFC and Crocs, culminating in 2014 with the collaboration between Moschino and McDonald's.

In this case, the trend that some had dubbed McCouture has found a more local dimension, involving a Milanese institution for a good cause. On sale exclusively on October 2nd, the tee can be found at Giannasi's kiosk, while the longsleeve and apron will only be available at Carhartt WIP stores in Milan.