Chances are, you’ve seen apparel featuring the EU flag popping up on your social media feeds as of late. The brand responsible for this swell of continental pride is Eurotic, the self -proclaimed ‘official unofficial EU souvenir store’. Founded by duo Valter Torsleff and Lea Colombo, the brand aims to subvert the classic model of the gift shop. Whereas souvenir shops tend to carry ephemeral paraphernalia – either cheap approximations of popular attractions or garish apparel manufactured an ocean away – Eurotic is offering souvenirs with a message. This post-modern take on an underutilized fashion niche is really getting people’s attention.
Simply put, in a time where so many divisions are being drawn, Eurotic’s goal is to unite its wearers. It’s bold branding and unfussy design skirt sneering irony and represent instead an earnest sentimentality for the ideals of the European Union at this pivotal time for the continent.
The brand will be launching at Berlin’s favourite boutique, The Store on Friday April 28 from 5-8pm and will be curated by Peter Hornstein & Celia Solf. Trendiness aside, this brand is a much-needed voice for inclusiveness and forward-thinking, so grab a piece if you can and do your part in maintaining a unified Europe.
