Wicky Hassan, SIXTY group creation manager and chairman.
Born in 1991 as Energie’s womenswear line, Miss Sixty has conquered its own space over the years and become one of the most appreciated and well-known brands of the group. Miss Sixty’s target customers are represented by demanding young women who are continuously in search of innovation, originality and variety. Customers who love playing with garments and define their look and style from time to time. First and foremost appreciated for the wide range of jeans and for its original and unique proposals, Miss Sixty has today become increasingly feminine, sexy and glamorous, yet without losing its typical ironical touch.
MISS SIXTY: innovation and experimentation working for art.
As a matter of fact, MISS SIXTY T-shirts, with the YOU ARE HERE image printed on them, will be distributed during the Venice Biennale and will be included in the Fuori Biennale project by Cristiano Seganfreddo: a network of exhibitions and events taking place in the most important Italian cities during the Biennale.
“There cannot be a perfectly objective knowledge of the world as there is no such thing as an objective assumption”. The YOU ARE HERE work is based on this central assertion on quantum theory: you are here is usually used as a landmark, as the indication of a point in space and time; on the other hand, this work breaks any stability criterion, clashing with the implicit evidence and the denotative meaning of the message. A message that will be repeated through different media and in different spaces at different times.
MISS SIXTY, one of the most appreciated and widespread brands for women, will take YOU ARE HERE around the world, getting involved in an art project that includes different operations such as: Attach the system, in which 10 artists will “attach” the art system with the production of stickers that will taint Italian and foreign cities like the symptoms of a cultural virus, and A5, 100,000 leaflets ready to “contaminate public and private spaces in a viral operation of guerrilla art”.
DENIM WITH A CONSCIENCE
“Hangtags for Humanity”, a not for profit agency, and Italian fashion brand Miss Sixty present the “Staying Alive Jean” to benefit the MTV Staying Alive Foundation (SAF). The “Staying Alive Jean,” sold exclusively at Miss Sixty stores nationwide, will champion SAF’s efforts to support young people everywhere who are protecting themselves and their communities against the many threats posed by the spread of HIV and AIDS.
Available now in Miss Sixty stores nationwide, the “Staying Alive Jean” represents two styles from Miss Sixty’s signature denim collection and includes a special “hangtag” affixed to the garment highlighting the program. Ten dollars ($10.00) from the sale of each pair of the “Staying Alive Jean” will be a direct donation to SAF. MTV covers the costs of operating SAF so 100 % of funds donated by Miss Sixty will be used directly for grants and programs.
“Miss Sixty is one of the first companies to support the Foundation’s initiatives,” said Steven Kolb, Executive Director of the Staying Alive Foundation. “As a global organization we are excited that Miss Sixty has chosen the universal appeal of denim as a way to support our efforts around the world.”
“We are thrilled to be a part of this very important cause and help raise awareness about the Staying Alive Foundation’s initiatives,” said Emily Liu, Director of PR & Marketing for Sixty USA. “Miss Sixty has always catered to fashion influentials worldwide and we are happy to offer our customers a sexy and stylish way to give back.”
Hangtags for Humanity paired the Staying Alive Foundation with Miss Sixty to create this unique fundraising initiative. “The purpose of this program is to offer consumers an easy, and effective way to make a difference and give back to an important cause,” remarks, Tonya R. Miller, Founder and Director of Hangtags for Humanity. “Miss Sixty and the Staying Alive Foundation were a perfect fit to create a cause-related program that young people could be attracted to and will want to support.”