Wow Vieri, I can’t live without my heart either.

It’s like he’s in my mind. Get out! Get out!

I wanted something from them but alsa I don’t work so no work means no money which in the end means me no buy. Ah well…

I also wanted something from bobo’s and brochi’s company Baci and abbraci but if you follow the afor mentioned formula you will get to the same point as the reason I’m still walking around without an item of sweet years being part of my wardrobe.

By the way Gianfranco you literally made me laugh out loud with that Bobo’s hooker fund comment.

HE HEART HAS BEEN BEATING SINCE 2003

Founded in early 2003, the heart logo of Sweet Years has evolved into a major fashion trend, becoming instantly recognizable thanks to Christian Vieri and Paolo Maldini.
The two champs launched the brand by wearing the t-shirt with the “heart” under their jerseys and showing it after every goal or at the end of the matches.

This marked the naissance of the brand, owned by Go Old ’50 s.r.l. – a company founded by a group of friends including Paolo Maldini and Christian Vieri – which used enthusiasm, positive thinking, dynamism and sports as guiding principles. They chose a “heart” for their logo, because it pulsates and represents constant motion, a source of passion and emotion, a symbol of life and love and a projection into the future.

These values have encouraged celebrities from the world of sports and entertainment to wear ‘Sweet Years’ clothing in their time off making them indirect testimonials of the brand. The association of ‘Sweet Years’ with success and glamour is so strong that even up-and-coming personalities, such as the new TV starlet Melissa Satta, have embraced the philosophy of the brand and have become enthusiastic testimonials.

And so the entrepreneurial adventure of a group of friends rapidly evolved into a bona fide business enterprise: the proof is that ‘Sweet Years’ apparel is worn by a youthful international clientele who wants to make the most of their free time.

The first collection was inspired by the legendary fifties, a feel-good generation that captured the attention of the entire world for its fashions, personalities and music.

Development of the apparel collections continued with introduction of the first line of jeans for the Fall/Winter 2004 collection and has continued to grow and expand by taking off in exciting new style directions.

Since the Spring/Summer 2006 collection, creation of the men’s and women’s lines is in the able hands of creative director Enzo Fusco and the multitalented designer, Enzo Melioli, who have continued developing the brands, incorporating into the collections the concept of “Good Living”, an approach that looks at life from a dynamic, more modern and active perspective. Fall/Winter collections themes, good luck and flags, are so coloured and smart; California Souvenir, Sportcity, Glamrock, freedom, dreams, flower power, beach parties, waves, surfers, parties, pants and sweathers mixing sport and fashion, glam messages on oversized t-shirt shock and chic, this is Spring/Summer collection, the last showed at Pitti –Florence and BBB – Barcelona.

Streetwear, which has always represented the core of the brand, has become more glamorous and speaks the language of international trends, thanks to the simple but instantly recognizable graphics, a slim fit, and printing and embroidery techniques that lend every outfit the unmistakable ‘Sweet Years’ personality.

The continuous growth of the brand and its rising sales have naturally led to the launch of two flash collections, to offer customers a new collection for every season.

Plus, so that fans can keep constantly up to date on news and events, the ‘Sweet Years’ world has set up a web site http://www.sweetyears.it whose goal is to provide a direct link and access gateway to the brand lifestyle, a virtual reality updated in real time on the products, engagements, events, and news about the “heart-shaped” world.

After establishing the men’s, women’s and children’s fashion collections, developments continued with opening of new retail stores and display spaces, designed to epitomize and enhance the image of the brand.

Starting in the Fall/Winter 05/06 collection, new “shop in a shop” areas are being designed, which will flank the new flagship store that opened on 22 September in Belgrade and the newly refurbished showroom and operating offices in Via Uberti, 6 in Milan. On November 2006 the first mono brand shop will open in Milan and for 2007 a lot of Sweet Years shops are opening all over the world.

The great success attained in recent years has allowed ‘Sweet Years’ to develop the brand in other product sectors by signing license agreements for fragrances, bags, accessories, telephony, helmets, shoes, watches, jewels, glasses, stationery and hosiery.

Finally, the enormous success resulting from the partnership with Peugeot for the limited edition “206 Sweet Years” has prompted the French carmaker to introduce a new model at the 2005 Motor show, the “Peugeot 107 Sweet Years” featuring the “brand with heart”.

This global process has made it possible for the brand to expand its horizons and establish and bolster its reputation.

The company’s commitment has continued in communications, by hiring several famous photographers to create its advertising campaigns. The Spring/Summer 05 print campaign starring Fernanda Lessa with Christian Vieri and Paolo Maldini is being followed by the new Fall/Winter 05/06 collection, realized by Fabrizio Ferri. The campaign features Christian Vieri and Brazilian supermodel, Ana Beatriz Barros, who is also the face of Jennifer Lopez lingerie.

Melissa Satta, Christian Vieri and Paolo Maldini featured in the 2006 campaign.

As it has been seen that our testimonials of camping 2006 remain the same for 2007.

In 2006 sales have posted growth of 40%, and the forecasts is € 36.000.000,00.

For the future are still rising, making SY a company in constant expansion. The brand is currently available in Spain, Greece, Benelux, Serbia Montenegro, Austria, Japan and will expand its international horizons in 2007 to all Europe countries, Russia and China. Its runaway popularity has made its way across the oceans to the U.S., Canada and Australia; proof is that the company has already confirmed its presence in the upcoming editions of Pitti Uomo in Florence and at Bread&Butter in Barcelona.

Meanwhile, back at the office …. new projects and initiatives for 2007: new brand licences (scooters, music compilation, glasses), the first mono brand store has been opened since November 2006 and now retail project (shop in shop, corner and franchising) is developing and many Sweet Years shops will be active from 2008.

Two major points will be opened in China at the beginning of February 2008.

A new brand, SYJ – Sweet Years Jeans – has been registered and the new collection will be coming out in December 2007.

In 2007 the sales forecast is over € 50.000.000,00
The heart keeps beating and never stops

Where do I get one of those Tshirts?