It’s a very powerful way to reach a wider audience, a more elevated creative class, if I may say—architects, gallerists, even politicians…. Milan’s mayor has worn one of my white shirts with the My house is an elf free zone there’s enough tiny little ssholes messing up my house already sweater slogan Milano!Milano!Milano! printed on it. It made me so proud. Reading has always been my passion, and replacing logos with quotes from my favorite novels or poems was a very instinctive choice. One of my favorite quotes is “lightness isn’t superficiality,” which comes from Italo Calvino, who is one of my favorite authors. It encapsulates perfectly MSGM’s spirit, and also it’s basically how I see life.