HYDROGEN is an Italian brand popular for its casual yet luxurious items. The brand has garnered worldwide attention for its collections that beautifully fuse the seemingly contradictory elements of “skulls” and “sports. In this issue, we focus on ” HYDROGEN ” and introduce its charm and standard models!
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What is Hydrogen
Hydrogen is a casual fashion brand from Italy. With its founder having an exceptional sense of design, the brand has made a name for itself around the world in less than 10 years since its establishment. The brand has become known to a wide range of people in a short period of time, largely due to its strategy of partnering with a wide variety of brands. Collaborations between fashion brands are common in the apparel industry, but Hydrogen was the first to join forces with car manufacturers such as Fiat and candy makers such as Chupa Chups. The brand’s concept is based on luxury sports, and its casual yet elegant items are gaining popularity.
History of Hydrogen
Hydrogen’s founder is passionate about sports and racing
Hydrogen is a brand established in 2003. Alberto Bresci, the founder, designer and CEO of Hydrogen, was born in Padova, Italy in 1977. His father and mother and uncles were entrepreneurs and active in the fashion world. Mr. Alberto was born a thoroughbred, and as a young man, he never had the slightest intention of following the same path as his family. In his teens, he moved to the United States to become a professional tennis player, learning the game in Miami with a group of future world champions. However, an injury forced him to give up his professional career. After suffering a setback, he moved to London and enrolled in a business school (European Business School of London). There he studied a number of business administration courses, including marketing for F1 sponsorships. The knowledge of tennis and motorsports that he had gained in his life would later become the identity of the movement that would later become Hydrogen.
Designer and CEO Alberto Bracci
Creation of the “Lawyer Shirts”, Hydrogen’s debut line
Alberto’s destiny changed when he had an encounter at a business school. It was Lapo Elkann, the grandson of the former chairman of Fiat, Italy’s largest car manufacturer, who later became one of the world’s leading fashionistas. One day, Alberto, who became good friends with Mr. Elkann, who was a classmate at the time, said to him, “Give me your grandfather’s old denim shirts. Let’s remake the fabric and make a shirt with the Italian flag embroidered on it! he suggested. Thus, a denim shirt was created based on the concept of “casual but with elegance. The name “Lawyer Shirts” was derived from the nickname “Lawyer” given to Ercan’s grandfather Gianni Agnelli, who was a lawyer. The Lawyer Shirts and the “Chill out in Paris” sweatshirt were sold exclusively at the popular club Buddha Bar in Paris as the first collection. It was a small start for Hydrogen, which would later become an international brand.
Hydrogen’s unprecedented collaboration strategy is a success
After its establishment, Hydrogen quickly became a popular brand with its cutting-edge “Luxury Sportswear” style. What made the brand even more famous was the collaboration with different industries. In the apparel industry, K-Way (rainwear), Superga (sneakers), HENDERSON, DUVETICA, GUY ROVER, Luigi Bianchi Mantova) and others. In the car and motorcycle industry, the company has joined forces with top brands such as Lotus, Lamborghini, Alfa Romeo, and MV Agusta, all of which are well known. It has also collaborated with Perfetti (gum and candy), Chupa Chups, and Sanrio of Japan, which is surprising. The FIAT sweatshirt, created with Lapo Elkann, with whom the brand had collaborated at the time of its founding, was a huge hit. Hydrogen has achieved great success by partnering with super brands in a wide variety of fields, something that would have been unthinkable for a conventional fashion brand. Today, Hydrogen is a total brand, offering men’s, women’s, shoes, accessories, kids’, and tennis lines, and in 2014 opened its flagship iconic store in Milan’s Garibaldi district, joining the ranks of leading brands attracting international attention.
What is the origin of the Hydrogen brand name?
Alberto Bracci named the Hydrogen brand after the fuel of the future. It fits perfectly with the concept of “Luxury Sportswear,” which is an elegant double-breasted jacket worn with sweatpants. The name of the brand also implied a strong ambition to be a step ahead of Diesel and GAS, which are also famous brands with fuel in their names. Hydrogen is nicknamed ” H2J. This is a fictitious symbol for the element “H2” (hydrogen) and “J” (jeans).
The appeal of Hydrogen’s items
Appeal of Hydrogen’s items (1) “The iconic skull logo
A symbolic item in the Hydrogen collection is the “skull” brand logo. The tennis T-shirts, for example, are a gem of the company’s founder, Alberto Bracci, who once aspired to become a professional tennis player.
Appeal of Hydrogen’s items (2) “A full lineup of small items
The brand’s logo, which has a strong message, is also popular on small items with the motif. A wide range of items are available, including wallets, sandals, and from this season, umbrella items. The brand’s sophisticated designs, which assert the brand’s distinctiveness, attract many fans even if they are not familiar with the brand’s roots.
Appeal of Hydrogen’s items (3) “High degree of perfection that is typical of Italian brands
Of course, the brand logo is not the only attraction. The high degree of perfection in design and detailing seen in jackets and coats is that of a first-rate Italian brand. The attention to detail, such as the use of taped seam allowances to improve comfort and the use of mesh fabric for the inside pockets to give a cool feeling, is something that only Hydrogen can provide.
Coordination of Hydrogen
This style combines a London stripe patterned shirt with a jersey parka. The combination of many casual items with a hint of luxury is a characteristic of the Hydrogen brand. All the buttons on the shirt are skull-shaped with the brand’s logo.
The field hockey T-shirt with the skull logo printed on it is instantly recognizable as a Hydrogen item. In contrast to the strong assertiveness of the brand, the dark tone of the jacket and T-shirt gives it a chic and mature atmosphere.
Sports that Hydrogen is passionate about
Hydrogen is a brand with very strong ties to tennis. Tennis T-shirts are a popular item in the collection, and the brand has appointed many famous tennis players as ambassadors. The skull logo is dancing on the chests of Fabio Fognini, Sinere Borrelli, Filippo Bolandri, and Adrian Anger.
Fabio Fognini of Italy, the main player of the tennis line(image replaced )
Along with tennis, the brand is focusing on motor sports. The brand has teamed up with Kessel Racing, an internationally known racing team, to enhance its brand value. The inspiration gained from this collaboration has been incorporated into Hydrogen’s new designs.
Introducing Hydrogen’s standard models
Hydrogen’s ” CYBER HOCKEY T-SHIRT
The iconic skull and three stars are boldly displayed on this piece. The field hockey T-shirt features two lines on the cuffs and a number on the back. It is available in five colors: black, navy, gray, white, and red. Just throw one on and you’re ready to go.
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Hydrogen “TENNIS T-SHIRT
The unbalanced combination of a skull and a tennis court creates a unique worldview. It comes in two colors, black and red, and both are accented by the black color of the sleeves. This item is the very embodiment of luxury sports, and can be worn in any combination.
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Hydrogen “CYBER HOCKEY FULLZIP FOODIE
Full zip hoodie with field hockey design with skulls on the sleeves and numbers on the back. Zippers are provided on both sides as well as in the center, and all handles are decorated with a skull motif. Although the pattern itself has a strong assertiveness, it also has a calm impression with its monotone-based colors.
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Hydrogen “OXFORD STAR SHIRT
This oxford shirt is studded with small star patterns. The simple design allows the shirt to be worn with a wide range of coordinates. The brand logo is casually placed on the front. It can be worn casually, but the widespread collar makes it perfect for tied-up styles.
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Hydrogen “MILITARY CAMOFLAGE DENIM
The dark-toned blue denim has a subtle military pattern on it. The slightly loose-fitting waist and tapered silhouette are comfortable and flattering. The design is different from ordinary denim and allows you to show off your unique personality. It is a highly versatile item that can cover a wide range of styles, from jackets and T-shirts for the top to sneakers and leather shoes for the feet.
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Hydrogen “SUNGLASSES SAINT BART black
These sunglasses were created in collaboration with JPLUS, a leading eyewear brand. The sophisticated detailing will definitely elevate your masculinity. The skull motif on the side frames expresses the brand’s unique identity. Wear them on the chest of a cut-and-sew or shirt to accentuate your coordination.
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Hydrogen ” UMBRELLA
The design sense is condensed in the handle of this gem. The straight handle is equipped with a military-style skull motif and strap. The elegance of the umbrella when open is truly magnificent, and it can be seen that attention has been paid not only to the design but also to the shape of the frame and other parts. The black color will never get old, and it is a masterpiece that will make you look forward to rainy days.
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