The shop without brands in Milan makes everyone “creator”. Without totem there is no life

“Yolo” in via Torino 60 is covered with writing in large letters, such as “Free yourself from any label!”. But rather than freeing himself from it, he ends up transforming anyone into a potential brand: just post a photo on social media

In Milan he has opened a shop that sells clothes by famous brands without labels, in order (we read on the manifesto-site) to free people from the conditioning (and prejudices) of the brand, and to make them choose the things to buy only for their beauty and their value. What’s more, freed from the label, the garments cost less. After 23 years, has a piece of Noemi Klein’s great dream of a No Logo world come true? “No Logo”, let us remember, is the book published by Klein (Canadian journalist) in 2000 and renamed the Bible of the anti-globalization movement. Now, after almost a quarter of a century, it is difficult to resist the temptation to put the Milanese store without brands side by side with the no-global manifesto book and play at finding the differences.