USUAL is an indipendent streetwear established in 2016 in the outskirts of Milan.

Its strong identity finds its roots in the vibe of the late 90’s when we grew up as graff-heads, skaters and rap addicts.

Our main goal is to pay homage to the culture that made us who we are.

USUAL goods are produced in Italy in limited quantities and designed in our HQ in Milan.

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