{
    "id": 14608,
    "date": "2025-01-21T17:28:22",
    "date_gmt": "2025-01-21T16:28:22",
    "guid": {
        "rendered": "https:\/\/athletamag.com\/?p=14608"
    },
    "modified": "2025-08-01T10:17:40",
    "modified_gmt": "2025-08-01T08:17:40",
    "slug": "massimo-osti-archive-a-sanctuary-of-fashion-for-a-revolutionary-figure",
    "status": "publish",
    "type": "post",
    "link": "https:\/\/athletamag.com\/en\/massimo-osti-archive-a-sanctuary-of-fashion-for-a-revolutionary-figure\/",
    "title": {
        "rendered": "Massimo Osti Archive: A Sanctuary of Fashion for a Revolutionary Figure"
    },
    "content": {
        "rendered": "<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-0\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><h2 class=\"h2\" ><span>Guided by Lorenzo Osti, we delve into his father&#8217;s creative legacy and personal journey. Join us in exploring the foundations and uncovering the iconic essence of his brands<\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><div class=\"uncode_text_column\" ><p><span style=\"font-weight: 400;\">\u201cAs I am, I\u2019ve chosen to be,\u201d sang Lucio Dalla. Walking through the Massimo Osti Archive, these words echo, grounded in a shared Bolognese heritage, and a profound friendship forged between two equally revolutionary minds.<\/span><\/p>\n<p><b>Each piece in this space, steeped in history, rings out like a musical note from a complex discography each with a distinct value, a unique identity, and a specific purpose.<\/b><span style=\"font-weight: 400;\"> A futuristic jacket. A camouflage print. A prototype never to be replicated. Everything in this vibrant monument to the memory and excellence of Massimo Osti resonates with the pursuit of innovation\u2014or rather, with a relentless drive to rediscover the familiar. <\/span><b>To alter eternal paradigms that are only seemingly immutable. To capture the universal heartbeat of eras and contexts, and then transform it into a personal testament, embodied in material form.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Within this space, where genius is palpable in every fabric and detail, <\/span><b>Lorenzo Osti\u2014current President of C.P. Company and co-creator of the Massimo Osti Studio project, as well as the Archive alongside his sister Agata\u2014guides us through the memories of his father.<\/b><span style=\"font-weight: 400;\"> With a natural flair for storytelling, Lorenzo weaves the tale through a stream of consciousness and affection that stem from a deep desire to honor the visionary mind that redefined creative thought and processes throughout the latter half of the twentieth century.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lorenzo infuses life into every object, jumping from hidden gems to famous fashion treasures, transforming the Archive\u2019s shelves into equally meaningful chapters of his father\u2019s creative journey.<\/span><b> It\u2019s a story told through garments and inspirations\u2014the story of an outsider who channeled his vision through fashion, but didn\u2019t let it box him in. The story of a modest trailblazer. The story of Massimo Osti.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In this first chapter, we explore the human and professional elements of his legacy. <strong>The second chapter will shift focus, entirely dedicated to the relationship between the eclectic Bolognese designer and the world of sports imagery.<\/strong><\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-1\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15538\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04175-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Lorenzo Osti shows some pieces from the Archive<\/figcaption><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15539\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04254-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Some chapters in the story of Massimo Osti<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15540\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003324-2-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>The collection of textiles in the Archives<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-2\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>From Bologna to Fashion: The Origins of Massimo Osti, A preordained path toward a Visionary Rise<\/b><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Much of what my father brought to the table stems from his unique background, which set him apart from most designers and stylists. First and foremost, there\u2019s Bologna (we&#8217;ll delve more into the Osti family&#8217;s ties with their city in the second focus). He grew up here during and after World War II, a time marked by tragedy: one of the finals bombings took his father\u2019s life, which forced him and his two brothers to begin working at a young age. <\/span><b>Without a formal academic education, he started as a sales rep for Pirelli while attending an evening course in graphic design. These classes sparked his interest in advertising, and he began creating marketing materials for various stores.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Then, he founded a graphic design studio with his friend Lucio Festi and began collaborating with the company Anna Gobbo, which at the time was called Anna Sport. <\/span><b>He rebranded their logo and name and worked on graphics for t-shirts. It was the late &#8217;60s, and even in these early works, you could already sense his unconventional and innovative approach&#8230;&#8221;<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-2\" data-row=\"script-row-unique-2\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-2\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-3\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15541\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04156-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Echoes of the link between military clothing and Massimo Osti<\/figcaption><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15542\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04194-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>C.P. Company and Stone Island backpacks<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15543\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003232-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Functionality applied to fashion according to Massimo Osti<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-3\" data-row=\"script-row-unique-3\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-3\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-4\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>THE FIRST CHAPTER: CHESTER PERRY. Aesthetic pillars and a growing archive, the roots of the Osti magnum opus.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;The idea to create a brand for his designs emerged naturally, and he called it Chester Perry, inspired by the factory where Bristow, a character from the popular Linus comic, worked. <\/span><b>In 1971, he founded the brand, with graphic design as its foundation \u2013 the first of the four pillars that would shape, in my opinion, his aesthetic and his poetic vision.<\/b><span style=\"font-weight: 400;\"> Even at this stage, he was using distinctive, unconventional processes, and engaging with materials in new ways. For instance, printing a photo of a t-shirt on a t-shirt. <\/span><b>My father was always intrigued by the idea of &#8216;faking&#8217; materials\u2014a trait that ran throughout his entire career\u2026<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Then came the need to create something more structured \u2013 outerwear. His immediate focus was on functionality and practicality, as he never approached clothing as \u2018fashion\u2019 in the traditional sense. For him, it was all about the mantra: &#8216;I need to wear something, I want to be comfortable, I want to feel good.&#8217; <\/span><b>That&#8217;s why he turned to military clothing as his second pillar. He often emphasized how every detail in military garments existed for a precise reason and function. No embellishments or random decoration.<\/b><span style=\"font-weight: 400;\"> The quality was exceptional, driven by a focus on utility rather than market. Around this time, he began collecting vintage military pieces, sparking the creation of his archive, a small portion of which you can see here in these rooms. At one point, he had almost 30,000 items. <\/span><b>He kept them all in his office, laying them out on the floor one by one, observing them from a mezzanine, drawing inspiration from them&#8230; Today, 2,000 of those items remain preserved in the archive.&#8221;<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-4\" data-row=\"script-row-unique-4\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-4\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-5\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15544\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04215-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Materials and shapes by Massimo Osti<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15545\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04220-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Detail of some C.P. Company accessories<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15546\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04211-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>A corner of the Archive dedicated to the Stone Island aesthetic<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-5\" data-row=\"script-row-unique-5\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-5\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-6\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>C.P. COMPANY: A Brand for a Cultural Generation. Breaking Free from Rigidity through the Courage of Diversity and Innovation.<\/b><\/p>\n<p><b>&#8220;In 1978, the company underwent a rebranding, transitioning to the simpler and now-iconic initials: C.P. Company. At this point, he became increasingly aware that he wasn\u2019t a stylist. He didn\u2019t consider himself one.<\/b><span style=\"font-weight: 400;\"> He couldn\u2019t draw, but he had an innovative system that remains the object of study for visiting professors and designers: <\/span><b>he would photocopy existing pieces and details from garments, create collages, find his \u2018formula,\u2019 and then hand it over to a technician to finalize the design.<\/b><span style=\"font-weight: 400;\"> He mixed zippers, pockets\u2014anything that inspired him\u2026<\/span><\/p>\n<p><b>My father approached design with the mindset of an inventor, challenging conventional perspectives and processes \u2013 a transformation deeply influenced by the cultural shifts of his era.<\/b><span style=\"font-weight: 400;\"> During his formative years, clothing adhered to strict rules. Every piece had a precise, rigid function: clothes for church, work, for leisure. Fabrics, too, were limited and predictable\u2026 The generational protests, epitomized by demonstrations against the Vietnam War, brought about a significant shift. It turned everything upside down, and my father translated this new social, ideological direction into his brands. He created hybrid products that didn\u2019t have a clear definition: like a down jacket, which until then had been used only for the mountains, combined with the print of a Montgomery coat, reimagined for urban use. <\/span><b>This innovation resonated with younger generations seeking individuality and self-expression. The same applied to the materials and their treatment. He developed the \u2018garment-dyed\u2019 process, the third pillar of his vision, refining an existing technique. He produced garments that looked aged and worn, breaking with the rigid ideal of pristine, untouched clothing and redefining what was considered stylish and modern.<\/b><\/p>\n<p><b>His inventive \u2018calling\u2019 is also evidenced by many other projects outside the fashion world. He launched a C.P. magazine,<\/b><span style=\"font-weight: 400;\"> which was sold in newsstands and reached a circulation of 50,000 copies, envisioned an early all-screen mobile phone, sponsored an electric car in 1990, and conceptualized designs for audiobooks and satellite navigation systems decades before they hit the market\u2026 We still have letters full of these ideas, addressed to well-known Italian entrepreneurs. <\/span><b>The \u2018garment-dyed\u2019 concept, too, was applied to his communication style\u2014the other area that truly inspired him and in which he fully expressed himself throughout his life. He would often photocopy high-definition photos of the collections up to three times, using one of the first color copiers, making them lose their sharpness and rendering them \u2018aged.\u2019<\/b> <b>These elements, together, underline the originality of his vision and the multidisciplinary approach that defined his legacy.\u201d<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-6\" data-row=\"script-row-unique-6\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-6\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-7\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15547\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003318-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>An excerpt from the C.P. magazine created by Massimo Osti<\/figcaption><\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15548\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04219-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Detail of a C.P. Company garment<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15549\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003195-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Stone Water, another of Massimo Osti's inventions<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15550\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04202-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Historic covers of C.P. magazine<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-7\" data-row=\"script-row-unique-7\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-7\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-8\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>PUSHING BEYOND THE LIMITS. Textile experimentation in the forefront with a Compass Rose.<\/b><\/p>\n<p><b>&#8220;The C.P. garment-dyeing process completely transforms the aesthetic. White garments are immersed in dye and come out with colors that fade depending on the area of the garment itself. These are chromatic variations that no one else could achieve. <\/b><span style=\"font-weight: 400;\">The next step was double-dyeing: through various trials, my father and his collaborators discovered that mixing brown and green in the same dye bath had different effects\u2014brown on cotton, green on nylon. This opened up a whole world of mixed options, each as distinct and original as the process itself.<\/span><\/p>\n<p><b>But these discoveries weren\u2019t enough. He began experimenting with fabrics, sourcing them from outside the traditional clothing industry and transforming them. One of his collaborators, Adriano Caccia, shared his fascination with truck tarps faded by the sun. My father bought this fabric and created the Stone Island brand in 1982, conceived solely to explore this idea. <\/b><span style=\"font-weight: 400;\">The name was influenced by my mother, a reader of Joseph Conrad\u2019s novels, where these words often appeared, as well as by our family&#8217;s love for the sea (a theme we\u2019ll discuss in more depth in the second focus). It was especially tied to Baia Sardinia, where my parents spent their summers selling off-season stock. The Compass Rose logo is another clear sign of his fascination with the maritime.<\/span><\/p>\n<p><b>C.P. Company and Stone Island were distinct from the outset. The former focused on \u2018garment-dyeing\u2019 and earth tones, aimed at a more mature, sophisticated audience\u2014perhaps even a bourgeois one. The latter targeted a younger demographic, with bright colors, reflective fabrics, and bold statements&#8230;&#8221;<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-8\" data-row=\"script-row-unique-8\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-8\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-9\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15551\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04343-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Some CP Company magazine covers<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15552\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04275-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Lorenzo Osti tells the Massimo Osti Archive<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15553\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04172-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Creations and inspirations by Massimo Osti<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-9\" data-row=\"script-row-unique-9\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-9\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-10\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>PERSPECTIVES OF AN OUTSIDER. Shades, influences, and effects of an unconventional designer who never considered himself as such.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Cyberspace and science fiction have always been part of his imagination, subtly shaping his creations\u2014a passion I\u2019ve also shared for years&#8230; A curious anecdote underscores this connection. It involves the legendary William Gibson, author of Neuromancer, among others. <\/span><b>In 2012, we were working on a commemorative book, Ideas from Massimo Osti, and we received an order from someone we thought was a namesake of Gibson. Doubtful, we left a personal note for him. Not long after, Gibson responded, revealing that he was a long-time fan of my father\u2026 We immediately asked him to write a foreword for the reprint, alongside Errolson Hugh, the founder of ACRONYM and, for several months, a stagiaire of my father. <\/b><span style=\"font-weight: 400;\">Errolson also shared an amusing story: when he worked alongside my father in Bologna, he would present new designs to my father, only to hear, \u2018Ah, you\u2019ve made something like this before\u2026 which I\u2019ve also already done.\u2019<\/span><\/p>\n<p><b>Expanding the lens on Massimo Osti\u2019s creative trajectory, many of his peers highlighted how he redefined the concept of &#8216;top-down&#8217;\u2014the typical designer\u2019s flow: starting with an idea, creating a mood board, then sketches, followed by prototypes, and finally, a runway show to present the tangible narrative of the original concept. My father did the opposite\u2014he followed a \u2018bottom-up\u2019 process, improving pre-existing things from the ground up. This method demanded a vast and eclectic archive.<\/b><span style=\"font-weight: 400;\"> They didn\u2019t teach this at school. The only one guy who does is Andrew Groves, a professor at Westminster in London, who often visited us.<\/span><\/p>\n<p><b>This, too, is a sign that my father was\u2014and still is\u2014considered an outsider. He felt this way throughout his life. He chose to stay in Bologna, not Milan, reinforcing his position outside convention. He didn\u2019t frequent salons, nor did he attend fashion shows\u2026 And he never glorified his work, let alone his contribution to the fashion world.<\/b><span style=\"font-weight: 400;\"> He was a different kind of designer, and that resonated time when people wanted to feel different through their clothing.&#8221;<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-10\" data-row=\"script-row-unique-10\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-10\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-11\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15554\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003269-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Attention to military progress<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_left column_child col-lg-6 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-img-ratio tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><div class=\"dummy\" style=\"padding-top: 150%;\"><\/div><img decoding=\"async\" class=\"wp-image-15555\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1.jpg\" width=\"1333\" height=\"2000\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1.jpg 1333w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1-200x300.jpg 200w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1-682x1024.jpg 682w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1-768x1152.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1-1024x1536.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1-8x12.jpg 8w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04267-1-350x525.jpg 350w\" sizes=\"(max-width: 1333px) 100vw, 1333px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>The technological synergy between Levi's, Phillips and Massimo Osti<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-11\" data-row=\"script-row-unique-11\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-11\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-12\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>NEW, CHALLENGING, VISIONARY WORLDS. A new phase, defined as much by an unwavering thirst for progress as by the unpredictable twists of fate.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA new chapter in my father\u2019s life begins when, due to a series of unforeseen events, he steps away from the companies that marked his rise.<\/span> <span style=\"font-weight: 400;\">He then started over with Left Hand, a brand that connected with women for the first time. <\/span><b>Here, he began to move away from some of his core principles: like graphics, which essentially disappeared, and \u2018garment-dyeing.\u2019 However, his desire for innovation remained, which translated into associating each collection with a specific material\u2014like faux deer leather or PVC, which would be illegal today, but wasn\u2019t back then.<\/b><\/p>\n<p><b>As he approached the new century, at the height of his success, he launched Massimo Osti Production. Up until that point, he had never sought attention for his name; he\u2019d always been quite private. <\/b><span style=\"font-weight: 400;\">Unfortunately, the project didn\u2019t go well due to a series of financial problems that didn\u2019t directly involve him. Essentially, he was defrauded. The brand managed to rebound through a collaboration with Levi\u2019s, which lasted for a while. <\/span><b>He even teamed up with Philips to create a groundbreaking vest, designed with specific spaces for mobile phones and MP3 players&#8230; Nothing like that had ever been done before.&#8221;<\/b><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-12\" data-row=\"script-row-unique-12\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-12\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-13\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15556\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003326-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>Textile and colour research samples<\/figcaption><\/div><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15557\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/AAA04189-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><figcaption>One of the legendary C.P. Company Goggle Jackets<\/figcaption><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-13\" data-row=\"script-row-unique-13\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-13\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-14\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column\" ><p><b>A FAMILY LEGACY. The archive takes on new life through the philological work of the family and Lorenzo Osti\u2019s return to C.P. Company.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;At just 60 years old and still brimming with ideas, my father passed away. Sadly, smoking had always been his greatest struggle. My sister and I had only lightly engaged with his work along our respective paths. At 20, I had worked with him for just over a year, developing what turned out to be the first fashion website in Italy. My expertise, after all, was in the graphic-advertising world and in computer science. After that experience, I opened an agency.<\/span><b> However, his passing deeply affected us, prompting my sister and me to devote part of our lives to preserving his legacy. So, we began collecting everything we could, and in 2012, we published the book Ideas from Massimo Osti, without any commercial intentions.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">My involvement with C.P. Company began after that, at the end of 2015.<\/span> <span style=\"font-weight: 400;\">In the meantime, I had developed my agency and formed a strong relationship with a Chinese client. When I heard C.P. was up for sale, I reached out to that client. He agreed to invest but asked me to play an active role in this new chapter of the brand. <\/span><b>Right from the start, I made it clear that I didn\u2019t want to be \u2018the owner\u2019s son.\u2019 I wasn\u2019t a designer, and I didn\u2019t want to design collections. I asked to contribute to the area I knew best\u2014marketing. After navigating what could only be described as \u2018imposter syndrome,\u2019 I\u2019m continuing to develop marketing strategies and branding; for instance, I\u2019ve revived the C.P. Magazine \u2018Arcipelago,\u2019 and I manage the business side.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to product design, I don\u2019t interfere because I have complete trust in the talented professionals who handle it. <\/span><b>I\u2019m fortunate to collaborate with brilliant professionals, and together with my family, we continue to work on the Massimo Osti Archive, welcoming and engaging with anyone interested in the milestones and vision of my father.&#8221;<\/b><\/p>\n<p><i><span style=\"font-weight: 400;\">In the next few weeks, you\u2019ll be able to delve into the second chapter of this exploration into Massimo Osti\u2019s legacy, with a special focus on his dynamic relationship with the sporting muse.<\/span><\/i><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-14\" data-row=\"script-row-unique-14\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-14\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row post-gallery row-container\" id=\"row-unique-15\"><div class=\"row no-top-padding no-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-15558\" src=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1.jpg\" width=\"2000\" height=\"1333\" alt=\"\" srcset=\"https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1.jpg 2000w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1-300x200.jpg 300w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1-1024x682.jpg 1024w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1-768x512.jpg 768w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1-1536x1024.jpg 1536w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1-18x12.jpg 18w, https:\/\/athletamag.com\/wp-content\/uploads\/2025\/01\/R0003343-1-350x233.jpg 350w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-15\" data-row=\"script-row-unique-15\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-15\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row zindex credits border-color-prif-color row-container\" style=\"border-style: solid;\" id=\"row-unique-16\"><div class=\"row double-top-padding double-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column text-small\" ><\/p>\n<div class=\"et_pb_module et_pb_text et_pb_text_5 et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>Credits<\/p>\n<\/div>\n<div class=\"et_pb_text_inner\">\n<p class=\"p1\"><strong><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/massimoostistudio\/\">Massimo Osti Studio<\/a><\/strong><\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_5 et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p><b><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/g_pachulia\/\">Gianmarco Pacione<\/a><\/b><\/p>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.instagram.com\/rromz_\/\"><strong>Riccardo Romani<\/strong><\/a><\/div>\n<\/div>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-16\" data-row=\"script-row-unique-16\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-16\"));<\/script><\/div><\/div><\/div>\n<\/div>",
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    "excerpt": {
        "rendered": "Guided by Lorenzo Osti, we delve into his father's creative legacy and personal journey. Join us in exploring the foundations [...]",
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