There’s a new brand on the block in 0161: Buetti, and it has everything in place to take Manchester and the rest of the UK, by storm.

Brothers Lorenzo and Valentino Brunetti – who come from Italian heritage — first conceptualized the idea of starting their own brand off the back of their 10 years of fashion industry experience last year. Having both begun working in retail, the Brunetti brothers went on to work with labels such as G-Star Raw and Acne Studios, with Valentino using his graphic design experience and Lorenzo using his skills in collaborations to build solid foundations, that in turn, have now created Buetti.

However, while Buetti’s debuting garments have a premium feel, the inspiration behind the styles comes from Lorenzo and Valentino’s love for vintage clothing. “Valentino and I have always bought and sold garments,” Lorenzo Brunetti told Hypebeast. “We love vintage clothing, so this will be one of the bases for inspiration when it comes to creating graphics and silhouettes in the future.”

Now, off the back of its opening installation in the heart of Manchester, which welcomed a collection of 0161’s best rising creatives to enjoy Buetti’s new styles, while listening to one of the city’s hot-on-the-block DJs, the Mancunian-based imprint is looking toward the future as it prepares to launch its first official collection.

Hypebeast caught up with the Brunetti brothers to discuss their new brand, what inspires them, how they plan to stand out in the UK’s saturated streetwear market, and more.

Hypebeast: How long has the launch of Buetti been in the works? 

We’ve always had the idea of starting something together with us being both in the industry, but we initially had the conversation last year. We were thinking of where to base the brand – with us both studying creatively in Manchester it made sense to base the brand here. We also have a great community of support which will help with the growth of the brand. It’s been over a year of sampling and getting the right fabric and fit right, making the colors good, and getting that vintage look.

What inspirations have gone into the designs? 

We have always bought and sold garments — we love vintage clothing, so this will be one of the bases for inspiration when it comes to creating graphics and silhouettes. We want people to feel like when they have a Buetti garment in hand it’s something that can be styled with a vintage garment in whatever way they want. One of the graphics in the first drop has a faded effect — something that has been referenced from T-shirts we’ve handled in the past. Then with our classic stride logo, this came from us both striding side by side, as brothers. This base graphic will be the classic logo which you can see on the neck labels and classic white tee. 

“we really want to connect with like-minded people and create a hub of people who are interested in garments new or old.”

What makes Buetti different?

For Buetti, our idea is that we really want to connect with like-minded people and create a hub of people who are interested in garments that are new or old. This is something we want to do when launching new products. Pop-ups have really with that, so that’s something we’ll 100% take forward. As brothers, we have different creative outlooks and when we bring these together, we truly think that we make something quite different. As well as this, we’ll always try and market the product in the right way — nothing forceful but something that resonates with our customers so they can see themselves wearing it. We have a different eye to everybody else and don’t follow the herd. We follow our own process and if we think it looks good, we go with it. 

Trends fluctuate rapidly within the fashion industry so we design with the ideology of making a graphic iconic. There are plenty of brands out there that concentrate on current trends, but at Buetti, we focus not just on trends but, also on timeless iconic pieces which will surpass the pressures of trends and look towards being staple pieces in people’s wardrobes forever. 

The idea of people collecting and archiving our pieces is something we strive towards. We believe that Buetti will achieve this as it’s how we choose to spend most of our time, and think this will reflect in the product, whether its the graphics, colorways, silhouettes, branding, and all the details which may go un-noticed. We look into these details and design to help bring them back to life.

What is coming from Buetti in the future? 

We’ll be basing graphics off certain subjects going forwards; we will always have the classic logo tees, but to stand out we feel it’s always best to have a narrative when launching a new product, then linking this with the shoots and lookbooks. Shirting is something we have been looking into, but we want to slowly move the brand to a point where we are progressing into knitwear and outerwear. 

After this first drop, We want to Look at different techniques within graphics — whether it’s raised puff print, crackled effect print, or screen. Making something that doesn’t lose its value, pieces that customers can invest in. We are aware that this can take time but we are here for the long run.

“There’s a lot of honesty in what we do, what comes out of the brand will be an honest reflection of our ideas and what we want to put out.

With the current UK streetwear scene being so saturated, what are you going to do to stand out? 

That’s a great question. I think it comes down to connecting with the consumer and making sure your product stands out wherever you post it. Design is important but that’s only 50% of the battle, the other half comes in the form of how you market those designs to make them stand out from the crowd. A great way of standing out is being more physical instead of just selling on a website, and we’ve seen this works with our pop-up at Permanent Orbit in Manchester — so many people came down and it was great to chat with like-minded people. 

There’s a lot of honesty in what we do, what comes out of the brand will be an honest reflection of our ideas and what we want to put out. Our identities were built on the love of older things. Our dad was an antique dealer, he worked with something that already had a story and we found it quite special. We don’t want to just benefit us, we want to benefit others in the UK and the rest of the world.