For Franklin & Marshall the word vintage refers to the continued search for clothing and personalization in order to express one’s identity. The vintage T-shirt or sweatshirt becomes a memory of a moment in one’s life, an item that improves with age, just like a fine wine. Sweatshirt was the inspiration for what would become a hugely successful idea: to bring American college style to Italy. The Veronese company owes its success partly to its ongoing dedication to quality and originality. The choice of brand name was particularly significant, Franklin & Marshall being the name of the one of the oldest established colleges in the US. F&M’s goal right from the start was to re-launch American College Style and become a cult name amongst those who look to the recent past for their icons, who are inspired by the same values such as liberty, respect for your fellow man and care of the environment around us.
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