GURU ON NSSMAGAZINE.CO.UK – THE INDESTRUCTIBLE DAISY

Truth, rebirth, identity. Guru according to Matteo Cambi is a message, not just a brand. And SS23 demonstrates that.

The indestructible daisy: Matteo Cambi recalls Guru and the 2000s
“My story has to be told from these years,” says Matteo Cambi. He who explains his past and the comeback behind the relaunch of the daisy has no regrets, and brings all his experience to the collection.

It is a collection that does not want to make a fuss but to bring emotion. In fact, Cambi recounts working with the style team as an exercise in truth: “I wanted it to be clear that something real was being made, without copying anyone. Something that was born from experience.”

The graphics are simple, basic, emotional. The materials are all Italian, the colors pastel and the lines oversized. Cambi also wears the T-shirts with pride. He says, “I am no longer ashamed of my past. It was also what formed me. I love what I was. But today I am a different man.”

In the video released by NSS, he is seen drawing the daisy by hand, with paint and blank canvas. He says, “The return of Guru is a return to simplicity. It is going back to what is important. The brand is not fashion: it is a message.”

Of course, context cannot be ignored: for those who grew up in the 1990s and early 2000s, Guru is part of an era. Cambi knows. “When you get convicted in a country, it’s hard then to re-emerge. But time changes things. And if one puts oneself out there with sincerity, one can rise again.”

The tone is honest, direct, human. And the collection reflects that. Sweatshirts with a daisy in the center, baggy t-shirts, pieces made in limited editions. NSS concludes, “This Guru is not nostalgia. It is something that has learned from its mistakes and can now return.”

Article published on nssmagazine.com on 5/17/2022 – Read article