ATYPICAL at Plug-Mi 2023 with two talks to explore how American music and sport have contributed to forming Italian Street Culture

ATIPICI is the official partner of PLUG-MI, the urban culture festival which returns to Milan this year too, at Superstudio Più, on 9 and 10 September. A heated weekend of immersion in the hottest street reality among stands of ultra-rare sneakers, latest collections, meet&greets and unmissable live shows, such as the Crocs x ATIPICI 'Customization Experience' with Jacopo de Carli.

Article 31, Bresh, Lolita, Don Pero, 8Blevrai and many other artists will enliven the two evenings of PLUG-MI with live music & DJ sets, while throughout the afternoon sports challenges and dance contests will alternate, artistic performances and talks with guests of reference.

⁠These also include our two, 'Rap Unleashed' and 'The American Game' in which ATIPICI, through the voice of Filippo “Rula” Brucoli - CEO and founder of the ATIPICI and THE PLAYOFFS brands - will bring his artistic experience to the stage - professional, from the origins of the rap group ATPC to the development of the store network, today a point of reference for streetwear and US sports in Italy.

Buy your ticket on PLUG-MI.com and come and visit us!

Discover the two talks by ATIPICI @ PLUG-MI below

Talk 1 - 'RAP Unleashed: Rap as a Driver of Change in Fashion and Street Art'

With the talk 'RAP Unleashed: Rap as a Driver of Change in Fashion and Street Art', scheduled for the afternoon of Saturday, 9 September, Rula brings his artistic and professional experience to the stage, accompanying the audience on a journey from the origins of the rap movement to its transformation into a global cultural phenomenon, leading to the creation of the ATIPICI project.


We will go through the most important cultural inspirations that have shaped rap, such as the fight for civil rights, poverty, discrimination and identity; the role of street art within Hip Hop culture and the evolution of rap sounds, from the golden era to trap and contemporary Hip Hop.


Due focus will be on the influence of the historical Italian rap groups of the 90s on the national musical and cultural scene from the point of view of those who directly contributed to its history, with the rap duo ATPC. From here, we will move on to the influence of rap on fashion, from style icons to streetwear brands and their diffusion in pop culture and through the social media phenomenon.


It will conclude with ideas and visions towards new perspectives in the world of fashion and retail influenced by rap, including influencers, Hip Hop fashion events, artistic collaborations and initiatives for inclusion.

Talk 2 - 'The American Game: How US Sports Are Winning the Hearts of Italians'

On the second day of PLUG-MI, Sunday, September 10, the talk 'The American Game: How US Sports Are Conquering the Hearts of Italians' by The Playoffs, will focus on the spectacle that is the US Sports of the major American sports leagues among NBA, NFL, MLB and NHL.



Passionate about basketball and official clothing since day zero, Rula has followed the world of the great American teams for many years and by retracing the history of the leagues between great rivalries and undisputed legends, together with the other speakers he will analyze the evolution of the sport in its most spectacular ramifications , from special effects on the pitch to the storytelling of media and video games, from the collecting of sports memorabilia to the birth of great brands specializing in fangear and products signed by great athletes.


An engaging talk that will culminate with an in-depth analysis of how American sports have also adapted to Italian culture, generating a strong impact on the Italian stylistic and sporting panorama: introducing new dynamics and creating new opportunities for brands, athletes and enthusiasts.


Don't miss these and all the other exciting PLUG-MI content.

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