propaganda x yoox

Founded in Rome in 2006, Propaganda emerged from the city's underground hip-hop scene as a creative network surrounding multi-platinum rapper Noyz Narcos. What began as merchandise for the artist quickly evolved into a full-fledged streetwear brand, capturing the raw energy of Italian street culture. The brand's identity is deeply intertwined with music, graffiti, and skate culture, unified by its iconic snake logo designed by Roman artist Scarful. Propaganda distinguishes itself by combining a rebellious, counter-culture design approach with a commitment to high-quality, entirely Made in Italy production. This fusion of bold graphics and superior craft has established it as a key player in European streetwear.

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