It all began in 2002, the year in which Alberto Leoni, the founder of the brand, together with other guys who grew up between graffiti and snowboarding, produced a first t-shirt with the Iuter logo printed; it meant nothing in real language, but it had personal meaning for the boys.
Since then, each collection has been conceived, designed and made in Italy with materials 100% Made in Italy; the heart of the brand is Milan, where the main collaborations with the most important personalities of the Italian hip hop scene are born.
Among the main exponents we find Gue Pequeno, Marracash e Luche, but also artists of the new wave, like rkomi e Sphere Ebbasta.
There are numerous iconic prints of the brand, such as the Nepal, , Panther or the tibetan, as well as sherpa sweatshirts teddy bear, which are a real symbol of Iuter.
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