How 'Mare Fuori' turned into a streetwear collection

In the increasingly competitive landscape of television productions, finding innovative ways to engage the audience has become an essential priority. Production houses, aware of this need, are seeking new strategies to promote not only their projects but especially themselves. In this context, the evolution of TV series merchandise and film products is becoming increasingly relevant. Historically, in the case of American cinema where the trend originated, one of the first to seize this opportunity was the production house A24, founded in 2012 by Daniel Katz, David Fenkel, and John Hodges, which over the years has evolved into a cult brand. In addition to offering successful films, A24 has created merchandise consisting of memorabilia and clothing that has become a must-have for fans. Merchandise is no longer just a simple product related to the film but a symbol of belonging to a community of devoted fans. This concept has further evolved by also merging with the aesthetics of boy band merch and the “bootleg tee” trend of 1990s hip-hop artists, influencing the new capsule collection of Mare Fuori by OVS which has recently announced its partnership with RAI and produced a commercial signed by nss factory.

Created in collaboration with the OVS style office and costume designer Rossella Aprea, the garments have been designed to reflect the characteristics of the protagonists. Each piece of clothing has been conceived to embody the individuality of each character and capture their essence. Rosa Ricci is represented with super skinny jeans, faux leather pieces, and graphite black crop tops with prints, reflecting her determination. Kubra is honored with tracksuits, bombers, tops, and shorts characterized by vibrant accents, in line with her sporty spirit and hip-hop style. Crazy J has inspired garments made of mesh, metallic fabrics, and neon colors, to express his energy and uniqueness. Finally, for Carmine, pieces from the Utopja collection have been selected, which enhance his beauty and offer comfort and practicality. But this merch collection goes a step further, bringing together serial storytelling and real life: within each episode of the series, broadcast on Rai and Rai Play, OVS is present with its brands aimed at the younger audience: B.Angel, dedicated to teenagers and young girls, and Utopja, a no-gender street-inspired brand. The garments of these lines, available in OVS stores, have been specially designed to be worn by the series characters, making the partnership even more authentic and engaging.

The reference to the “bootleg tee” trend and the 1990s boy band merch comes in the part of the collection that includes a series of t-shirts depicting the main characters and memorable moments of the series, offering fans the opportunity to carry a piece of their favorite show with them. Originally, the term “bootleg tee” referred to t-shirts dedicated to a certain singer but produced unofficially and were associated with the fandom of hip-hop or R&B artists like Tupac, the Wu-Tang Clan, and Aaliyah. These shirts were commonly sold outside concerts and gained popularity due to their maximalist aesthetic as well as their cultural significance, often becoming coveted items among collectors years later. Thanks to bold graphics, vibrant colors, and eclectic images, bootleg t-shirts have become synonymous with nostalgic streetwear from past eras of music history and pop culture. While authentic vintage versions can fetch high prices among collectors, the appeal of bootleg t-shirts lies in their raw and unfiltered representation of a bygone era in music and fashion history. Despite their unofficial status, these shirts have endured as symbols of rebellion, creativity, and individuality within the broader landscape of streetwear and music fandom.