MALIA EDIZIONI LAUNCHES IL MILANESE IMBRUTTITO COLLECTION
Maurizio Distefano Licensing, which manages the licensing programme in Italy for Il Milanese Imbruttito, the witty and irreverent brand inspired by the people of Milan, has announced that Italian bookstores are enjoying a strong response to an innovative new collection of products from publisher Malìa Edizioni, part of the Giunti group.
The witty and varied collection, which first entered retail a few weeks ago, is an important one for the ll Milanese Imbruttito brand and its growth, leveraging the creativity and editorial expertise of Malìa Edizioni, and bringing the brand’s marvellous blend of practicality, humour and style, to notebooks stickers, calendars and more.
Known for its unique tone and witty evocation of the attitudes and habits of the people of Milan, Il Milanese Imbruttito is a hit brand that today attracts millions of fans – and this is a collection that perfectly captures the essence of the brand.
The new Malìa Edizioni collection brilliantly reflects the irreverent and self-deprecating humour characteristic of Il Milanese Imbruttito through products like a 365 Giorni di Sbatti tear-off calendar (‘sbatti’ is a Milanese expression evoking stress: 365 Days of Hassle perhaps!); a sticker pack; a pair of Che Sbatti and Bella Storia notebooks; and a Book of Answers, all of which bring an imbruttito twist to daily life and all of which are perfect as Christmas gifts with a difference.
This is just the latest example of the growth of this amazing brand. Il Milanese Imbruttito has masterfully transformed the frantic pace of Milan’s daily life into a cultural phenomenon. With its signature blend of sarcasm and self-awareness, the brand has created a distinctive language and iconic characters, turning everyday chaos into a source of hilarious comedy.
Supported by a passionate community of followers, Il Milanese Imbruttito has today evolved into a universe of its own – spanning digital content, exclusive collaborations, and projects that extend its philosophy far beyond the web, including two feature films and a licensing programme that now encompasses greeting cards, homeware, cell phone covers and accessories and much more.
Maurizio Distefano, President of Maurizio Distefano Licensing says: “This is yet another demonstration of how a highly original and distinctive brand can expand its reach through well-chosen and innovative licensing agreements like this one, which offers fans a chance to experience the Imbruttito style in their everyday lives. We are thrilled with this licensing agreement with Malìa Edizioni, a true innovator in its field, and we are sure it will prove to be a great success with fans old and new!”
