UNITED STANDARD is an Italian streetwear brand launched in Milan in 2015 by Giorgio di Salvo. It incorporates sports-inspired streetwear and high-tech materials, centering its collections on an authentic, contemporary wearing experience. The brand name is described as evoking not only the idea of a “unified standard” but also the “standardization” of the collective consciousness of contemporary culture. Each season, it uses “conceptual research” to create an imaginary landscape and society, presenting highly functional, uniform-like items alongside graphic expression.
Concept
conceptual research is used to generate an imaginary landscape and society