Sunnei Designers on How Men Can Achieve “Effortless Cool”

Loris Messina and Simone Rizzo made their Milan Fashion Week debut with a very chill flash mob.

Photo courtesy the brand.

Menswear designers Lors Messina and Simone Rizzo brought their brand Sunnei to Milan Fashion Week this season with the world’s chillest flash mob. If that seems like an oxymoron to you, that’s because it is. But it’s this contradiction that defines the Sunnei look, which Messina and Rizzo describe as “effortless cool,” or “sprezzatura,” in Italian. With luxuriously soft t-shirts and loose garments tailored to a T, Sunnei manages to look simultaneously laid-back and put together. “As a whole, Sunnei stands for being careless and free,” said the designers before the show this weekend. “Ironic and funny. It’s a way of life!”

Names: Loris Messina, 28, and Simone Rizzo, 27, Hometowns: Catanzaro, Italy and Grenoble, France Currently based: Milan, Italy

When did you meet each other? And when did you decide to start Sunnei? We met approximately five years ago. We decided to start Sunnei 2 years ago, in 2014. We were fed up with our 9 to 5 jobs, we quit and jumped on this journey.

How did you decide on the name Sunnei? One day we were listening to a song in the car and the lyrics said “sunny.” We Italianized it and this is the outcome. As a whole, Sunnei stands for being careless and free. Ironic and funny. It’s a way of life!

How would you describe the Sunnei style? The Sunnei style is comfortable and timeless. Garments that are meant to implement and complement anybody’s wardrobe. It doesn’t follow trends or specific common aesthetics.

What does “Sprezzatura” mean to you? How does a man achieve “effortless cool?” Sprezzatura for us means being who we are without ever caring about what others think. A man achieves “effortless cool” by picking comfort and style without over thinking or matching.

What is Sunnei’s relationship to the history of Italian men’s style? What do you value? What are you trying to break away from? Our tie to the Italian man’s style is only the attention to detail and high-end craftsmanship that has been typical of Italians for ages. We value the cuts and precious fabrics, as well as the keen attitude towards details. We want to break away from the sartorial boredom and monotony, though.

What were you inspired by for the Spring 2017 collection? This collection was totally inspired by Italy in all its contradictory beauty. The highs and lows, its decadent charm and absurd flaws. Our aim was to narrate the “Made In Italy” through an ironic lens, leaving aside tradition for once.

What are your goals for the brand in the next five years? What’s next? What is next we can’t really say. Just know we have really big plans and enjoy the surprise!

Thanks to a Flash Mob, Sunnei Makes a Splashy Debut in Milan