THE FLY AND I NATION
THE FLY AND I CONCEPT
Fly And I is an independent media label based in Florence, Italy. Initially started as a T-shirt design label, Fly and I has evolved since its birth to include a whole range of products, including graphics, film and music production. Fly And I media attempts to be more than just what you see- we try to offer a message behind our work, which can be open to a variety of interpretations. Essentially, our target is for the message to reach everyone, regardless of their age, gender, race or social status.
MANIFESTO
Fly And I is so much more than just a label. It is a state of mind; a way of thinking. Our logo graphic, a simple housefly, is one of the most common insects on earth, generally associated with dirt and disease. But flies are the most accomplished fliers on the planet in terms of aerodynamics. Their wings beat 200 times per second, meaning that their flying capacity far exceeds that of any other insect or bird. The light reflected from the eye of a fly can form a rainbow. You can't always judge something based on its appearance.
So, here at Fly And I, we promote equality amongst everyone. We also promote passion. Passion is one of the most important things in life, whoever you are, and yet is one of the most underestimated emotions there is. By the time most of us reach the age to think about what to do with our lives seriously, we have already been misled about the idea of loving what we do. Our job, we feel, is to remind people that passion exists.
"Do what you love."
THE STORY OF FLY AND I
Fly And I is simply the natural progression of a collective doing what we love. Everything that is Fly And I is a product of passion. There is no design in our galleries or that isn't thought out, sweated over, rethought, retouched, and finally branded Fly And I.
The name Fly And I itself is based on an individual's journey to achieve their maximum potential in their life, regardless of their "specs" as a human being. The Rastafarian religion uses the term "I and I" in place of "you and me", as a reference to the equality of all people. The "I and I" also marks the distinction between the body and the spirit, and so refers to all of one's being. These philosophies are at the heart of Fly And I.
