In the Marche region, it’s not just a phrase. It’s a cry for help. When the sun is relentless, the air stands still and even thinking feels like too much effort, sooner or later there’s only one thing left to say: A CE MORO.
That’s why the chosen translation is simple: SEND HELP.
The graphic reinterprets this local expression as an ironic SOS coming straight from the Adriatic coast. A struggling sardine accompanies the bright red lettering, becoming the official symbol of all victims of the summer heat. The grey nautical stripes evoke the Adriatic seaside landscape, while also resembling prison bars: a visual metaphor for the sweltering heat that seems to hold you hostage.
The item – Beach towel made from recycled cotton with decorative fringes, 80% recycled cotton – 20% recycled polyester. Weight 180 g/m², dimensions 90 × 170 cm. Grey melange striped pattern. Part of the LO(W)-SEA – Local Summer Chaos Collection. Hand screen-printed with an original MarcheLove illustration.
About the project / MarcheLove – WhatYouSay: This item originates from the WhatYouSay research project on language and local identity. MarcheLove collections transform living words and expressions into contemporary objects.
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Local heat. Global beat.
It’s not just a beach towel. It’s a lifeline.
