Hardcore Italians

Before the brand was created, we were always looking to show off our heritage whenever we could get the chance. We found that the best way to do this was through clothing. It did not take us long to realize that most products available were cheap, low-quality and had no bigger purpose. We set out to be different. We aim to bring laughter, memories, and joy to those who understand the Italian-American lifestyle. We aim to honor our ancestors and traditions. We want to empower Italians to be proud of who they are. All merchandise is meant to fuel conversations about our culture and grow the Italian-American community. We invest in quality, style and customer service. Embrace your roots with us today! WEAR IT PROUD