What happens when two iconic symbols of Milan—one a historic bitter, the other an urbanwear brand born from four friends—come together? You get a capsule collection by Fernet-Branca and Dolly Noire that tastes of the past, speaks the language of the present, and aspires to stand the test of time. This is more than just branding—it’s visual and identity-driven storytelling, with the help of Sick Luke. Unveiled to the press during an exclusive event at Milan Design Week, the collection blends Fernet-Branca’s timeless spirit with Dolly Noire’s sporty, contemporary aesthetic. The soundtrack? A DJ set by Sick Luke, the face of the campaign and the producer who helped rewrite the rules of Italian trap music.
Born in 1994, Luke is a sonic storyteller who has defined an era. From Dark Polo Gang to his debut album X2—which went double platinum and became one of the best-selling records of 2022—his style has merged pop and urban, pushing Italian music aesthetics forward. Just like this capsule collection, his career is a constant remix of background and vision, between Centocelle and Los Angeles, fashion, music, and visual culture.
The limited-edition Spring/Summer collection visually narrates the soul of both brands. The color palette—black, orange, light blue, and yellow—is bold and recognizable. The garments blend the relaxed elegance of bartenders with the practicality of streetwear: hockey jackets, t-shirts, short-sleeved shirts, shorts, and even a faux leather biker set, a manifesto of freedom and rebellious spirit.
Among the standout details: symbolic dates (1845 for Fernet-Branca, 1989 for Dolly Noire), “Milano” embroidered like a seal of origin, and cult slogans like “27 herbs all legal” and “Beware of imitations.” But the true mascot of the collaboration is the crocodile. A historic symbol of the bitter, it returns in a remixed version by Dolly Noire: wearing a tee, a street cap, and proudly holding a Fernet bottle. Once a 1920s advertising icon, it now becomes a collectible character, straddling irony and pride.
The result is a collection that doesn’t just dress—it tells a story. It carries the lived experience of a city and translates it into an aesthetic. For Fernet-Branca, it’s a way to reaffirm its bond with creativity (just think of the restoration of Torre Branca or the Branca Collection), and for Dolly Noire, it’s an opportunity to explore new narratives while staying true to its DNA.
Available from April 10 on dollynoire.com, in stores, and at the Annex space in Rinascente Milano (set up for two weeks), this capsule is more than a collaboration—it’s a declaration of identity, signed by Milan.
