In the ’90s, I often went to California to develop contacts with the brands I imported and distributed in Italy. Those trips were not just work: they were true immersions in American urban culture, among fashion, skateboarding, music, and streetwear.
I spent hours exploring neighborhood shops, exchanging ideas with local designers, and discovering trends that had not yet arrived in Europe.
California was the beating heart of urban innovation, and every trip represented an inexhaustible source of inspiration for my work and my passion for authentic style.
Every trip was a discovery: the streets of Los Angeles, San Francisco, or San Diego breathed creativity and innovation at every corner, from colorful murals to the windows of the most experimental shops.
I got lost among the markets, listened to the latest hip hop and rock tracks, watched skaters in parks and neighborhoods, and absorbed that unique energy that made California the beating heart of urban culture.
These experiences not only enriched my work but fueled my passion for authentic style and everything that was innovative and original.
Every trip became an inexhaustible source of inspiration, an opportunity to bring pieces of that creativity back to Italy, transforming them into products and collections that managed to capture the essence of a living and constantly evolving culture.
The West Coast was not just a professional destination: it was a laboratory of ideas, a space where every detail, every color, every sound contributed to shaping my approach to fashion and streetwear.
I landed in Los Angeles (LAX) on January 30, 1996, and as soon as I got in the car, I made my way onto the 405 South. The Californian sun was already high, and by then I had been driving for years without a map, thanks to the miles accumulated on previous trips.
The crisp air, the smell of hot asphalt, and the city pulsing with energy created a unique atmosphere, different from anything I knew in Italy.
I turned on the radio to Power 106, the most listened-to hip hop station on the West Coast, and immediately lost myself in the overwhelming rhythm of the iconic beats and flows of the time.
Every trip was a full immersion in urban culture: from streetwear shops hidden in the most alternative neighborhoods to streets crowded with skaters and musicians, every detail told a story of creativity and innovation.
What struck me particularly on that trip was the automatic rent a car drop-off. For Italian standards of those years, it was something incredible: you parked the car, inserted the key into an automatic box, confirmed everything on the screen, and the rental was completed without contact, endless signatures, or paper forms to fill out.
An unthinkable convenience in Italy, where everything was still done by hand, with long lines and endless waiting times.
I remember smiling thinking how futuristic it was, and even then I realized that American technology was light years ahead, especially in making life easier even in everyday things.
While driving, watching the city and listening to the music, I felt every detail contributed to shaping my experience:
Los Angeles was a living laboratory, and I was there, ready to absorb every inspiration to bring back to Italy, in my import and distribution projects.
That mix of innovation, energy, and freedom was etched in my memory as one of the most iconic moments of my Californian travels.
It was there that I felt something special: they exclusively announced a new track, California Love. by a certain 2Pac!!!! The first chords started vibrating in the cabin and, while driving, chills ran through my whole body.
The combination of 2Pac, Dr. Dre, and that iconic beat immediately captivated me.
At that moment, it wasn’t just music: it was a window into the urban culture of Los Angeles, the energy and authenticity of West Coast rap in the ’90s. I still remember the feeling of anticipation, exclusivity, being witness to something about to become legend.
Today, 30 years later, every time I listen to California Love, that memory reignites. It’s not just notes and words: it’s emotions, vibrations, a unique moment that will forever remain in my mind.
Peace & Love!!!
truly experience by BNG
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📖 Streetwear: history and definition – Overview of its origins in skate and hip-hop culture and its evolution over time.
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