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Circolocholo

A studio experiment: streetwear “made in Calabria”, with dialect on the T-shirts and imagery taken from car culture.

The green display of a car radio showing the words “CIRCOLO CHOLO” in dot-matrix letters.
Discipline
Experimental
Year

Circolocholo is an experimental project by Studio Cosmos, not a commission: an idea of streetwear “made in Calabria” that presents itself as “Calabrians Underground Culture” and comes out in limited drops along the Ionian coast.

The identity rests on a few precise things: a name that sounds like a place, dialect lines carried large across the back of the T-shirts, simple, direct graphics and night-time imagery taken from car culture, where the name appears inside the objects instead of on a label.

It is a language you recognise before the product. From the 2024 drop to the 2026 images, the project grows one chapter at a time.

The imagery

  • The words “CIRCOLO CHOLO” in chrome letters on the back of a wet car, crossed by streaks of red and orange light.
  • A car radio in the half-light: the words “CIRCOLO CHOLO” in dot-matrix letters on the green display, above the row of buttons numbered 1 to 6.

The graphics

  • The “Chi ti guardi” graphic: a stylised face with a red cap, the words on the visor and a surprised look, on a black background.
  • The yellow graphic of the June 2024 drop: “MO NESCIMU” and “CIRCOLO CHOLO” in outlined letters around the pixel lettering “JUNE 2024”, over a repeated “NEW DROP” background.

The T-shirts

  • Two oversized T-shirts, black and white, seen from behind on the beach: the line “More, amuri peffavuri!” in red across the back.
  • A black T-shirt seen from behind, on the beach: the line “amuri peffavuri!” in red across the back, one arm raised and hair covering the face.
  • The backs of two T-shirts, black and white, in front of the sea: the line “Ti odio Calabria ti amo” in red on three lines.

The 2024 drop

  • The June 2024 drop visual: the yellow sharp-toothed mask on the back of a light T-shirt, seen from behind in a skatepark.
  • The 2024 “Parimai” visual: the pink tiger with the yellow tongue on the back of a white T-shirt, seen from behind.

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