BORO, since 2008, 101% Made in Italy, a brand that feeds on visions, tranforming them into graphics that acquire a body on canvas printings and come alive becoming clothing items.
It all began with a dj, Antonio “BORO” Diaconale, who was trying to synthetize in a single language the ocean of sensations in wich we are immersed: music & art, dance & trade, past centuries and future mysteries, cohabitation of cultures and mondi lontanissimi (ref. Franco Battiato).
To come into the BORO world means to explorate a galaxy in which the sounds turn to images, the suggestions, the memories, the emotions and the feelings smash together, sparlke and create something new.
We call them visions: on the canvas thet we print , in the objects thet we handmade, in the clothes we create, this is how we give a body to these visions, and this is how you, taking possessions of them, give life to these visions.
BORO, simply from Borotalco® [i.e. the talcum powder].
In the sixties the soul boys turned the club culture into a lifestyle.
The talcum powder was their secret trick to slip and slide on the dance floor.
This was where it all began and it's still evolving...this is where we started to create our continuum.
♦♦♦ (No) Time, (No) Space ♦♦♦ Today’s geography includes the sharing of illusions, the coexistence of religions, con-fusion. Communication is a utopia: a technological explosion that woos the mystery.
♦♦♦ Strageways, here we come ♦♦♦ The body is a changeable interface: the prison of the soul, the stage of dreams, the scene of pleasure. What you wear is the screen where movies are shown: love movies, war movies, tragedies, comedies. BORO wants to be an underground director of visions that can be worn.
♦♦♦ Horizons (not) lost ♦♦♦ Punk as Battiato, hardcore drugged by Fellini, elegant as a pill with New Order, refined as a Black Flag 12”, esoteric as a journey on the highway with Neu!, changing,as Quentin Tarantino’s facial expressions, canonical as a 7'' by The Smiths.
▲ Our style: 101% Made in Italy
BORO is an italian brand: this means something that it's hard to describe, because it's a matter of materials, inheritances and feelings.
About the physical part of our work, every single cotton thread, every single drop of ink, every single hand that sews, cuts and prints our productions comes from Italy: we trust in too much centuries of arts,
crafts, quality and know-how to do our things in another way.
About the immaterial part of our creations...what can we say?
We live immersed in a visceral, deep and sensual relationship between the forms of expression.
Mass and avant-garde that chase themselves, music and fashion having sex.
Uniformation and alternativeness that punch themselves and then have a drink together.
Asphalt, cement, dancefloors, i-phones, traffic lights and stations cohabiting with centuries of history, museums, parchments, frescos, coloumns and marble lions.
► Our story
BORO becomes a brand on 2008 to be an underground director of visions created to be worn.
As every movie has plot, evolving through the chapters of the screenplay, so every collection by BORO comes from a concept, developing in a series of graphic visions.
In the beginning, at the end of the past, the first inspiration came from the electric urban colors, the in-your-face attitude, the electro music scene.
Then the brand took up a journey toward the origins of the club culture, producing an aesthetic remix of pop-icons, reconstrucing the black culture-dancefloor continuum, with the Bill Cosby collection.
The next step is synthetized in the sentence “Research, Exploration Evolution”, that led the productions by BORO to worlds that are just apparently distant the one form the other.
The suggesions of the cosmic spaces and the vibrations of underground dj-ing were in fact the concept behind the 2011 spring/summer collection, and then the continous evolution conducted the brand to the alchemic mantra “Image Vision Sense”.
This esoteric formulation enlighted the ~Leoni di Marmo~ (Marble Lions) collection, released in the autumn of 2011, that was born from ~Pictures at an Exhibition~, the first exibit/vernissage by Antonio Diaconale alias BORO: 15 prints on canvas that later became the basis of a clothing collection.
Art-galleries are not the only battlefield for BORO: a fashion brand conceived by a dj for his own graphic visions linked to sounds means that the music, the dance and the parties are an essential part of the story of this adventure, and you can consider all this elements as parts of a continuum.
Check out this video: it's a report of one of our summer 2012 parties, and it was named, how odd,BORO ~ Clothing Continuum Party: more that 1000 human beings gathered together to join us in our visions:
In 2012 BORO released Divisionario, a collection that explored the intersections among music and cult, love and utopy, giving de facto a post-punk face to the aesthetic of the brand.
These feelings was developed also in the next colection, named DI-Divisionario, achieving a division of the mistery, the dream and the nightmare introducing the element of time.
All this is now converged in ~ FLUXUS - Musiqua Antiqua et Nova ~, a flux of images tightly embraced to some sounds.
◄ Fluxus – Musiqua Antiqua et Nova, Ss 013
Life, love, friendship, music, family...
"...if the mind is disciplined, the heart turns quickly from fear towards love..." [John Cage]
Eveything goes fast. Flowing to the right, drifting to the left, while everything is quitely dashing straight, it suddenly overflows its banks, while each thing is stuck, it abruptly comes to a waterfall.
What does remain?
Situations, emotions, colors, musics.
It's a masquerade ball, where the stages of life are disguised as songs: some brawls break out, someone falls in love, old friends meet themselves, conspiracies, jokes, weddings and treaceries simply happen.
“...there is no solution...because there is no problem...” [Marchel Duchamp]
The mind, the heart, the eyes and the ears are nothing but a djs collective, and they inventend the mash-up, with lots of laughs.
"...Eyes that light up, eyes look through you...cover up the blank spots...hit me on the head..." [Talking Heads, “This must be the place"]
Practically, it's a flux of images tightly embraced to some sounds.
That's what ~ FLUXUS - Musiqua Antiqua et Nova ~, by BORO is.
Boro Against the Indiana | Purple Hand | Vs | A Cure for the BORO
In 1961 someone wrote the term “Fluxus” on the invitations to a set of conferences named “Musiqua antiqua et nova”.
Fight & break | Killer on the Road [ft.Lherpiniere Nicolas Salerno] | Stereo Mike ticketing in L.A. | For me
But...what does Fluxus really mean, or is?
Seven | Pig on the Moon | No love (lost) | (no) Style no.
Musicians, architects, gallerists: none of the ones involved in these happenings has ever answered clearly to this question.
Visionary Boy | Shadow | Pig on the Moon | Love will tear us apart | Alchimia | Galileo [printings on canvas, ltd. editions hand-signed by the author, other visions/subjects are still available]
George Maciunas said laughing, that he stabbed a dictionary, and stroke exactly that word...
CollageCollapse | Teen Youth Sonic Riot | the END | The end of
Instead Ben Vautier affirmed very seriously that Fluxus was the only artistic movement that was able to bite its own tail. Than he stated a metaphor, describing Fluxus as a cactus stuck up...a not very noble anatomic part of the body of arts...
Never for money, always for love | John Cage 4'33'' | BOROtalco | Just a t-shirt
Emmett Williams once declared that Fluxus...has not yet been invented, while Philip Corner was sure that the less we know about Fluxus, the better, and Ben Patterson noticed that there are always been lots of people certain to know what it was...but they were surely wrong...
ylloP | Neon!111 | Alchimia | HG
Anyway, fifty years of Fluxus mean: experimentation, bravery, music, irony, everything is possible, nothing is motionless,silence doesn't exist, art is all around you, and if you're not aware of it and you're looking for that in a museum...you have some sad problem.
Rip it up | Ill Use | DIVISIONario JD | Galileo
So, we tried to find our own definition of the the word Fluxus, and we found out twenty-eight visions...they are tightly embranced to some sounds, in matter of facts that's musiqua antiqua et nova.
So, enjoy this visionary journey and choose your favourite way to delve into this ocean.
Every thing that BORO realizes can be considered a challenge, but we are used to these battles, and we are not afraid.
We are not a mainstream brand, maybe we're kind of a post-punk little collective industry: the art, the meanings of our productions and the values we believe in come first of all.
Since our beginnings we never changed our attitude...and we're pretty sure that we'll never change it.
In fact, we don't buy stocks of black t-shirts and print on them graphics that a washing mashing would melt in a week.
We choose the cotton, we choose the shapes, we care for the details.
We realize the labels (the tissue ones you find sewn inside our clothes), the tags (the cardboard ones you find tied to our clothes), the canvas and the clothes in four different manufactures, because each of them can fulfill our standards of quality in its own field.
And we're used to this kind of tour-de-force since 2008.
So, we sincerely don't think that there could be any risk in believing in us and in our project: your pledges will be simply fuel on our fire.
◄ ►Some kind of brotherhood ◄► We'll send you a cardboard, hand-signed, numbered, original BORO tag (that's a special, one-of-a-kind edition: we got only 81 ones...beacuse that's a special number for us), with a special hand-written dedication for you from the members of our team. Shot a pic of you with the tag and send us by e-mail: we'll share it on our website and Facebook page.
[free shipping anywhere]
▲▼▲ Stick the visions ▲▼▲
Stickers have been really important troughout the history of this brand.
So, we'll send you a complete, limited edition, set of stickers by BORO.
We will produce only 154 sets of stickers: just like the number of gigs that Wire performed until 1979, so they decided to name with this digit their masterpiece LP. [free shipping anywhere]
▼►▼ Panels of visions ▲◄ ▲
Chose one of our graphic visions: the one that you consider as the nearest to your universe.
We'll print it on an A4 cardbord panel, Antonio Diaconale, the artist, will sign it by his own hand and we'll send it to you.
[We'll produce at least 16 panels of each vision, beacuse sixteen is the number of sensuality and good luck in our culture.
So ask us about the availability of the one you want, and if you're really seduced by a specific one, be fast] [free shipping anywhere]
◄ ▲ ► Wear one vision ◄ ▲ ►
Chose a t- shirt from our ~Fluxus - Musiqua antiqua et nova~ collection: the one that you judge the most symbolic of some of your feelings, experiences, nightmares, vibrations, listenings.
Tell us your size, ask us about the color you like, wait for the shipping.
The t-shirt will be yours, and you'll give life to this vision with your body. [free shipping anywhere]
◄▲► Wear one vision - LTD.◄▲► Chose a t- shirt from our ~Fluxus - Musiqua antiqua et nova~ collection: the one that you judge the most symbolic of some of your feelings, experiences, nightmares, vibrations, listenings. Tell us your size, ask us about the color you like, wait for the shipping. The t-shirt will be yours, and you'll give life to this vision with your body. Antonio Diaconale will write with his own hand a note about the concept of the tee and it will be included in the package. [free shipping anywhere]
▼▼ ▼ The twin visions LTD. ▲ ▲▲
It could be hard for you to find fragments of your life, loves, sounds and visions in only one t-shirt of our ~Fluxus – Musiqua antiqua et nova~ collection.
So, feel free to choose two of them, tell us the sizes and ask us about the colors and we'll send you a couple of tees.
Antonio Diaconale will write with his own hand a note about the concept of the tees and it will be included in the package. [free shipping anywhere]
▼ ▼ ▲ ▲ The twin visions ▲ ▲ ▼ ▼ It could be hard for you to find fragments of your life, loves, sounds and visions in only one t-shirt of our ~Fluxus – Musiqua antiqua et nova~ collection. So, feel free to choose two of them, tell us the sizes and ask us about the colors and we'll send you a couple of tees. [free shipping anywhere]
▲▲▲ A saucerful of visions ▲▲▲
Someone said that you can't judge a book by the cover. But...can you judge a book by the concept?
In our case, the two statements coincide.
Our book ~Fluxus Musiqua antiqua et nova~ has a cover that will introduce you to the concept, and in its page you'll find all the words, the sounds, the images and the pictures that will lead into a trip in our flux.
Of course, every copy of this book is numbered and hand signed by Antonio and all the other people involved in its realization, with a special dedication for you.
[We'll produce only 97 copies of this book, because ninety-seven is a recurring number in astronomy, from some Saros cycles to the list-name of the Owl Nebula] [free shipping anywhere]
▼ Three is a magic number ▼
Centuries of alchemy, matemathic, gnosticism and geometry teach us that “3” is a perfect number.
So, choose three of our t-shirts form the ~Fluxus – Musiqua antiqua et nova~ collection, tell us the sizes and ask us about the colors and we'll send you a perfect number of visions to wear.
Antonio Diaconale will write with his own hand a note about the concept of the tees and it will be included in the package. [free shipping anywhere]
◄◄▲ A vision on the wall ▲►►
Imagine a 50 x 70 cm canvas. Imagine one of our visions printed on it. Imagine that this thing, that we call “tavola”, is hand-signed by its author, Antonio, and is numbered, beacuse it's a strictly limited edition: we'll produce at least 61 canvas, because sixty-one is the number that you have if you associate a number to every letter of the word "flux", following the Latin alphabet.
Stop to image, choose one of our graphics from ~Fluxus - Musiqua antiqua et nova~, try this pledge and you'll have a vision ready to be on one of the walls of the space where you live. [free shipping anywhere]
▲◄▲►▲ Five to one ▲◄▲►▲
"...Five to one, baby, one in five...no one here gets out alive, now...you get yours, baby!..." We recall the words of James Douglas Morrison for this pladge: choose five of our t-shirts form the ~Fluxus – Musiqua antiqua et nova~ collection, tell us the sizes and ask us about the colors and we'll send you five visions to wear. Antonio Diaconale will write with his own hand a note about the concept of the single tees and it will be included in the package. [free shipping anywhere]
▼ ▲▼ ▼ Retailing BORO ▼ ▼▲ ▼
This pledge is conceived on purpose for concept stores, boutiques, stores and every kind of retailer that would like to try our visions. So, choose ten of our t-shirts form the ~Fluxus – Musiqua antiqua et nova~ collection, tell us the sizes and ask us about the colors and we'll send you these visions to expose in your store.
But we also want to help you exposing these tees, so there is a triple gift for you: a catalogue of the collection, a complete set of stikers and a 50 x 70 cm cardbord panel by BORO presenting the whole collection. [free shipping anywhere]
▼▲▲◄ The Whole Fluxus ►▲▲▼
A flux is something that you can't easily deal with: it's dense, fast, dark, dangerous, dazzling, too strong to be controlled, too liquid to be contained.
Could you ever be able to distinguish and take some drops from a river?
So...if you are brave enough, you can try to dive into the flux...in our Fluxus, actually.
With this pledge, you can obtain a Fluxus-trink, containing the whole ~Fluxus – Musiqua antiqua et nova collection~...and we think that there's nothing more to say! [free shipping anywhere]
▼▼► Welcome to our galaxy ◄▼▼
Our visions come out from the world we live in. So, if you really want to take a trip in our galaxy...here's your chance. Choose someone to accompany you in this adventure and take a five days trip in our world for two persons: both of you will be our guests. You will travel to Naples by plane, you will sleep in a really nice hotel, you will eat the best Italian food you can ever imagine to taste, we will bring you to our “special places”, so you can experience a BORO journey, from the manifactures where we produce to the most inspiring locations where our collection are conceived. We we'll offer you the travels, the room and board, all the costs of moving troughout our places and the constant company of all the members of our team.