The Italian rapper Fedez, who may be known to many as the husband of influencers Chiara Ferragni, will be working with the Milanese brand A Better Mistake in the future.
The rapper, whose name is Federico Leonardo Lucia, has become a new shareholder in 0220 SRL, which owns the gender-neutral streetwear brand. He will bring his strategic expertise and industry experience to drive the brand’s identity and positioning in the global marketplace, A Better Mistake announced on Tuesday.
The collaboration arose from the friendship between the musician and the founders of the brand, Marco Agnolin and Simone Ferraro. The three partners share the same values and aesthetics and together they will “combine fashion, art and music,” according to Milan. However, the exact role of the rapper and how many shares he holds is not mentioned.
“Finally, after years of mutual admiration, we are united in a joint project,” says Creative Director Simone Ferraro, whose enthusiasm is shared by Managing Director Marco Agnolin. He emphasizes that the value and potential of the rapper’s visions has already been evident in previous collaborations.
A Better Mistake was founded in Milan in 2020 “with the aim of challenging clichés in the fashion world and fighting against stereotypes”, according to the brand’s website. In particular, the brand stands for a sustainable approach, collaborations with various artists and the sale of clothing in monthly “drops”.