Milan, Ibiza and Patagonia: The Argentine DJ who created an unexpected business in Europe
RIO DE JANEIRO, BRAZIL – At the age of 13, in 1990, he left Argentina with his family for Italy and stayed for a while. After having had several businesses in Patagonia, they started “from the bottom”, working in factories and hotels.
Today Marcelo Burlon divides his life between Milan, Ibiza, and southern Argentina; his name is already a brand and is associated with others ranging from rappers, NBA players, soccer clubs, cars, and beverages.
He is a DJ, and he became known in the world of events by playing music and putting on shows. His Pink is Punk parties became very famous; he worked as a public relations man and photographer always with the idea of “breaking laws”; he used networks and created “communities” when those concepts were not the marketing litany they are today.
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In 2012, he created the County of Milan and launched t-shirts that went viral and sold out in record time. They were worn by Cristiano Ronaldo, Lebron James, or Lewis Hamilton, and became cult objects for specific consumer segments. His first fashion show in Florence with motorcycles that “jumped 30 meters” at the Pitti Palace.
“The fashion world never accepted me completely,” he tells La Nacion newspaper. “I came from the night, I was formed with a more open way of communicating, my parties were not for some and not for others. I wanted everyone to be there. That is the key to my success, and I was able to prove that multitasking exists.”
Together with Claudio Antonioli and Davide De Giglio, he founded in 2014 the New Guards Group, owner of brands such as Off White, Heron Preston, Palm Angels, and Opening Ceremony; five years later, he was bought by Farfetch.
The first 10,000 T-shirts he made boomed. Today, his entire line of clothing – with iconic symbols from different cultures – is in stores around the world; he continues to play music and take on other businesses such as restaurants and breweries and start a foundation for cultural and social purposes.
“I’m like a chameleon, I adapt to everything,” he says. “I’ve always done what I wanted to do, but with values. That led me, in the beginning, to have five euros in my pocket and have to throw rice. I want to be happy and, at the same time, seek a change in society.” For example, a few years ago, when Matteo Salvini was Italy’s Minister of the Interior and rejected migrants landing in the south, he held his fashion parade including 30 Italo-African children. In Tel Aviv, he asked for – and did – incorporate Ethiopians on the catwalk.
“I can give a voice to the voiceless because I have the opportunity, so I do it,” he insists. He says that in his collections – which are designed by a team under his direction – he tells his story and credits that with the success of having formed “communities” around his products. Although some European media speak of a figure in the millions per year, he does not give a turnover figure.
Burlon says he likes to “bring worlds together”, different things. With Napoli striker Andrea Pettagna and rapper Sfera, they have opened 10 Ethic Colour restaurants throughout Italy (the second one will open in Naples in the next few weeks). They serve bowls with natural food; “the idea is to help educate people to eat well,” he says. In Argentina, his brother has a craft brewery, Nordoeste, in the center of El Bolsón.
Last April, he made a unique edition shirt for Napoli and the team’s sponsor, Kappa. They were worn for a one-off match against Inter, and a limited number of units went on sale.
Burlon says he is not a designer: “I didn’t study. I consider myself a creative director. One different thing in a project or a fashion line.” His brand unites fashion, music, clubbing. He loves Naples, and the city loves him. “When they like something, they make it their own, and you are one of them,” he says. Add to that the fact that I am Argentinean and the adoration they feel for Diego (Maradona) extends to everything that comes from our country.”
“Cultural traveler” is a concept he likes. He insists that he moves as a “catalyst”. He presented his foundation in society in Ibiza; the guests were asked for their cell phones, and -in exchange- they handled a state-of-the-art camera. The result of this filming is a one-hour video. It brought together the experimental composer, artist, and performer Alejandra Ghersi with the multidisciplinary artist Weirdcore.
With information from La Nacion
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