VFTS (Voices From the Street) has put out a new photography project exploring the lives of three young talents in the brand’s hometown of Milan.
Continuing to support emerging local talent, VFTS’s latest visuals feature Alberto Panocchi (one of the guys behind Slam Jam Milano), music producer and fashion editor Gregorio Perrucci, and streetwear connoisseur Federico Schwartz. The brand also connects with two emerging young photographers who take on duties behind the lens with Luca A. Caizzi shooting Panocchi and Perruci and Maurizio Annese capturing Schwartz.
As representatives of their community, all three guys chose relevant locations in which to be shot, places that mean something to them and what they represent. Schwartz, for example, revisits a basketball court important to his own history and that of pick-up basketball in Milan. While Panocchi's shoot takes place in his own home, a place that reflects his character, aesthetic and the neighborhood he feels most at home in, Navigli.
The shoot also features the Italian label’s inaugural sneaker collection aptly titled, 1ST. Taking a premium sportswear approach and inspired by contemporary urban architecture, the designs come with undeniable streetwear appeal.
As street culture continues to evolve, perhaps now more quickly than ever, VFTS are tuning into the noise, finding the valuable voices and giving them a platform to express and create. Authenticity is key and it ties into the brand's guiding mantra: "The streets talked and we listened." In a hope to stand out and be heard, VFTS represents a set of principles and not just products.
Check out the images in the gallery above and visit Alberto Panocchi, Gregorio Perrucci and Federico Schwartz on Instagram. Find out more about VFTS and the 1ST collection by visiting the link below or check them out at one of many stockists around the world.