Gnenoccia
Your Marche good-luck charm against the evil eye.There are words that are not simply meant to communicate. They are meant to protect. “Gnenoccia” comes from the expression “non gli nuoccia” and is a word from Marche folk tradition, spoken after a compliment to ward off the evil eye and bad luck. “Gnenoccia quanto è bellu.” Because when something is too beautiful, too lucky, or simply too loved, in the Marche it’s better not to tempt fate.
The object: Unisex organic cotton T-shirt, hand screen-printed at The Printmaker Studio. Made from 100% combed Ringspun organic cotton, 155 g/m², with a soft contemporary fit and a smooth surface that enhances the quality of the print.
Wearing Gnenoccia means carrying a small folk protection spell with you. For children who are too beautiful, for things that are going a little too well, and for all those times when it’s better not to take any chances.
If it’s too good to be true… we whisper. Just to be safe.
Production: Made at The Printmaker Studio, where words, graphic design and materials come together through traditional artisanal printing techniques.
About the project / Marche Love – WhatYouSay: This object was born from the WhatYouSay research project on language and local identity. Marche Love collections support artistic projects, installations and cultural research.
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Local heat. Global beat.
It’s not just a T-shirt. It’s an attitude.
