Nino Cerruti wanted to be a journalist. But in 1950, he gave up his studies to take over the family run fabric manufacturing business founded by his grand-father. To Nino, comfort is the sine qua non condition for elegance, which is why he innovates to create new yarns, new weaves and new finishes; then launches his own clothing brand in 1957.
In this 1970 photo, Nino is the incarnation of Biellesi effortless chic.
« Rebellion isn’t in my way of proceeding. However, I seek to not do anything like everyone else. »
KELAÏDITES, Georges, phot. CERRUTI, Nino. 1970.
- THE FLARED TROUSER
- BRUMMELL
« the most sober, the most strict, the least extravagant man » - THE GRAPHIC T-SHIRT
« from a history that does not follow fashion but the needs for expression to being a part of collective conscious and an underground culture » - FOUCAULT / TURTLENECK
« though the black turtleneck was serving as a symbol of irreverence and rebellion in 1950s, Foucault’s rebellious spirit manifested in choosing a cream-coloured version »