BRANDPROFILE

Sweet Years’ heart start beating thanks to spokesper-son Christian Vieri and Paolo Maldini and becomes im-mediately a social phenomena. Exactly two championswere launching the brand by wearing the T-Shirts withthe “heart” under their shirts and showing them aftereach goal scored or at the end of a match.Result of this impulse starts in 2003 from an businessadventure of a group of friends which soon becomesa real and actual company, establishing Go Old ’50 srl

company and the “heart”, the beating element, sourceof love and passion, life and love symbol, become areal and actual brand.First Sweet Years clothing collection draw its in-spiration from the fabulous fifties, authentic gene-ration which made the whole world dreaming forfashion trends, characters and music.These are the values which brought many VIPs, in sportand entertainment world, to dress in their spare time

A HEART BEATING SINCE 2003

Christian VieriFiorentina Team

Paolo MaldiniAC Milan Team

Sweet Years clothes. After consolidating clothing collec-tions – for woman, man and child – which are maintheme of the brand, company development focuses onbrand spreading by obtaining a huge success. SWEET YEARS’ brand is linked to values thatHeart communicates and represents: Enthusiasm.Positiveness. Dynamism. Sport. Passion. Feeling. Sweet Years’ institutional slogan “You cannot live wi-thout heart” is a simple, effective and strong slogan

which gives the brand the possibility to widen its mea-ning. “You cannot live without heart” is a strategi-cal concept which involves both product andtarget by creating a community made by youngpeople who love a healthy and genuine lifestyle.These values brought many VIPs, in sport and enter-tainment world, to dress Sweet Years clothes in theirspare time and becoming in this way indirect spoke-spersons of the Brand.

Target

• AGE AUDIENCE: FROM 14-40 YEARS

• 10% MALE

• 90% FEMALE

• YOUNG, ROMANTIC AND DYNAMIC

• FRESH, LIVELY, AND SEXY

• CHEERFUL WITH FUN

• ENTHUSIASM & POSITIVITY

• DYNAMISM

• PASSION & FEELINGS

• EMOTIONALLY BRAND ORIENTED

Brand Philosophy

• A VERY YOUNG AND POPULAR STREET FASHION BRAND TAR-GETED TO YOUNG & TRENDY CUSTOMERS• EASILY RECOGNIZED LOGO: RED SWEET HEART• MAKES A TRENDY STATEMENT

F lagship Store, M

ilano

• 4 FLAGSHIP STORES• 30 MONO BRAND SHOPS• MORE THAN 1.200 POS AROUND THE WORLD• SALES NETWORK: ITALY, SPAIN, PORTUGAL,GREECE, FRANCE, GERMANY, AUSTRIA, SWITZERLAND, HOLLAND, BELGIUM, LUXEMBURG, RUSSIA, EAST OF EUROPE, EX JUGOSLAVIA, UNITED ARAB EMIRATES, SAUDI ARABIA, EGYPT, APAN, HONG KONG, MACAU, CHINA MAINLAND, TAIWAN, MALAYSIA & ETC

DISTRIBUTION NETWORK

Flagship Store, Padova

1,2 millions pieces Sweet Years mobile accessories

have been sold in 2003-2009

SY Store, Hong Kong

P RODUCTS

Important licenses have been signed in different produc-tion and marketing categories such as perfumes, jewels,watches, glasses, bags, shoes (man, woman and junior),socks, helmets, phone accessories, stationery, giftware.Nowadays we count on more than 22 active licenses andmany co-marketing and co-branding projects with majorItalian and international companies.

IMPO RTANT LINCESES SIGNED

Some of the companieswe work with

FGF INDUSTRYDIBIOTTANTA

MEDICEACAPPELLETTI CALZ. ELISABET UBIGLOBAL WATCH IND.

ARS OPTICALGRUPPO CARTORAMA

CODISILGEST ITALIA HUTOPIA

RUGGERIRAINBOWPEUGEOT

Trainers "Italy"

Peugeot Petite Best 107

Chocolate Sweet Years

Scooter Bangle

Sheets Coordinated

EVENTS

Suite Sweet Years Party

Barcellona, Spain

Jeans-Nic PartyFirenze, Italy

Suite Sweet Years Party

Firenze, Italy

Suite Sweet Years PartyFirenze, Italy

Sweet Years PartyTokyo Tower, Roppongi