MILAN – The media platform Nss, which stands for Naples street style, has built a reputation over the past 10 years in Italy, following in the footsteps of online outlets like Highsnobiety and Hypebeast and chronicling the rise of streetwear as a cultural phenomenon and influence their in fashion. .
On Tuesday, Nss magazine — the editorial division of the multifaceted business, which also runs a digital agency known as Nss Factory; a shop, Nss shop; Galeria Nss, a digital exhibition space as well as G-club verticals focused on sports and women — is celebrating its 10th anniversary with a party on the first day of Milan Fashion Week.
Helmed by co-founder and chief executive Walter D’Aprile and dedicated to fashion and culture hunting, as well as increasingly reporting on the industry and the latest fashion-forward TikTok trends, the magazine is launching Nssx to retrace the history of its with an agenda that includes opening a vertical focused on France and France on its website and the discovery of the Nss archive.
He will mark the historic moment by taking over a newsstand in Piazza XXIV Maggio in the Navigli district of Milan, where the party will be held and open to the public.
“From the beginning, Nss has been a cool hunting project, a cultural hunting. We’ve always looked for and reported on stories, trends, habits and passions before they became cults or gained obsessive media attention,” said D’Aprile.
Launched in 2012 in Naples, the magazine was built on the experience of a blog launched in 2009 by D’Aprile together with Vincenzo Schioppa and Simon Laudati. It first looked to the southern Italian city for inspiration, beginning to showcase its street culture.
“We tried to connect seemingly separate worlds and cultures by mixing the paths [culture] and soccer tracks, clubhouses and fields,” explained the CEO. “We have been a hybrid [project] to create a space where creativity can flow without labels.”
Courtesy of Nss
For the anniversary, Nss magazine recruited 10 creative voices, including Gilda Ambrosio of The Attico, street retail platform Slam Jam, Dj Sita Abellan and street brand Luter, among others, to design festive t-shirts, which will sold at the party event for 10 euros. each.
Ambrosio said she was inspired by “churchcore” and incorporated elements from Catholic iconography, while Luther anchored one of her campaign images and Slam Jam paid homage to the early punk scene.
Playing by its own rules, D’Aprile said the magazine has always championed an interaction between digital and traditional media, the Nssx party being an example with the newsstand location.
“It’s about establishing a dialogue… between worlds, which fought against each other for no reason, when in fact, as we say we keep saying, they are two sides of the same coin, if not a unique entity that is always evolving,” D’ Aprile said, emphasizing that change and improvement will flow through this dialogue.
A fanzine dedicated to the anniversary event will also be published and sold with stickers and pins.
Courtesy of Nss
Following the conclusion of Milan Fashion Week, the Nss magazine team will head to Paris to tease the launch of Nss France, the French vertical, with an event at The Hoxton Hotel on September 29.
In October, the Nss family plans to unveil the archives, a collection of more than 90,000 images showcasing street style over the past 10 years. It will debut online and will be followed by physical activations with exhibitions mounted at the Nss Factory headquarters in Milan.
