With only 100 available, the T-shirts feature five graphics reproducing the drawings by a group of children supported by Il Cerchio Colorato, a social cooperative focused on helping those kids affected by autism. In particular, last May Sunnei organized a workshop at Il Cerchio Colorato’s headquarters, where children had the chance to express their creativity by decorating with watercolors and markers a Sunnei T-shirt featuring the graphic of a smartphone.
Among the T-shirts selected, Sunnei creative directors Simone Rizzo and Loris Messina chose five graphics, including one showing the North American continent and another with a boat.
“The main idea behind this initiative was to develop a creative project involving these young kids,” said Rizzo, underling that Sunnei has traditionally embraced a “lively attitude to develop serious things.” In addition, Rizzo added that Sunnei, through initiatives like this one, also likes to “bring a touch of humanity to the business, doing something with meaning and leaving a tangible mark.”
All the proceeds from the sales of the capsule — each T-shirt, produced by J6 Srl, retails at $50 — will be donated to Il Cerchio Colorato.
The capsule will be on sale at Sunnei’s recently revamped online store, featuring a customized digital platform directly controlled and managed by the company as well as at the brand’s store in Milan.
“Because 75 percent of our online sales are made by mobile, we developed the e-commerce with an Instagram-like approach,” said Rizzo, revealing that since the re-launch of the web site last February, which also marked the commercial debut of the women’s line, the company triplicated its online business.
Rizzo highlighted that while the company expects to have its online sales accounting for 30 percent in 2019, they should represent 40 percent of the brand’s total business in two years.