Goal
In 2024 X-ide turns 20 and strong with two decades of history feels the need to rewrite
the rules of a brand that has made color and creativity its keywords. It does so with
a stylistic and conceptual rebranding operation, presenting a more contemporary logo,
a forward-looking collection, and a celebratory limited edition that aims to with the goal
of winning over an increasingly broad, young and super-fashionable target audience.
Concept
An incisive expression of Italian creativity and style, today X-IDE has decided to present itself
with a new, more modern and contemporary concept, thus relaunching the iconic double rod,
a hallmark of the brand in its early days. The new identity project finds expression in a
capsule collection – 8 unique and distinctive designs – and responds to a market that travels at an
overwhelming speed. X-Ide New Generation metabolizes the changes interprets them and makes them
evolve.
The narrative of the new brand and the capsule collection that weaves it, passes through a
comic strip storytelling where the protagonist elements-five humans, a dog, a city and a
time machine-represent the as many models in the collection, each of which
in its own way embodies a style: some are more fashionable, some more minimalist and some more creative.
The collection will be revealed through comic book plates that tell the micro-stories of the characters-Maya, Ava, Ethan, Sophie, Lucas with Molly joined by Rigel, the futuristic, avant-garde city, and Chronalis, the time machine. Different names, histories and backgrounds,
also mirror modern society increasingly the child of an extraordinary melting pot.
Mayaʼs soul is that of a statistician; her world is numbers, but behind that uncompromising exterior lies a balanced and dreamy soul that hopes for a better world. She knows how to take
life philosophically and – strong in her Japanese origins – is persevering in everything she does.
In the despotic future in which she lives she has an important goal: to exalt her fellow man!
Lucas is from Brazil, and of his country he carries within him the joyful overtones. He has the leadership
in the blood and carries it forward with dynamism and insight. He vents his creativity in the work of
chef, smooth talker and big heart, sports a fashionable but never predictable style.
Ava, from Thailand, is the most mature of the group-not only anagraphically; introverted and super
bright, she has a decidedly above-average IQ that has earned her the nickname Einstein since
school; confident manner and stern gaze, she is one who gets straight to the point without too much bluster. Not fond of frills, in life and style, the watchword is essentiality!
Sophie – a 27-year-old Yankee – is curious by nature, so any time is good for her to discover
new ideas. It is no coincidence that she is a researcher in life and is one who is not content: she wants to
make her mark. And he does it with his own unique and distinctive style.
Ethan, English by birth and soul, is the groupʼs strategist. CEO in
life, he is someone who plans everything down to the smallest detail, nothing is mail left to chance, everything follows a
precise logic. In spite of organizational precision, he is a sociable person. His
style? Linear as those who do not like frills.
Molly is the puppy of the group, the four-legged friend weʼve all always dreamed of
having: affectionate, intuitive, intelligent and discreet, with her pleasing but never
excessive mannerisms she is the real glue of the group, the only one who can get everyone on the same page and act as a
bridge between so many strong and different personalities.
