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Television Meets Streetwear in the First Ever Creative Collaboration

MTV Networks International (MTVNI) and leading streetwear label 55DSL announced today the launch of their first-ever creative collaboration, set to culminate in five brand new MTV on-air idents and six bespoke t-shirt designs

Television Meets Streetwear in the First Ever Creative Collaboration

Press Release from MTV Networks International

London/Milan, (8 November 2010) – MTV Networks International (MTVNI) and leading streetwear label 55DSL announced today the launch of their first-ever creative collaboration, set to culminate in five brand new MTV on-air idents and six bespoke t-shirt designs. 

Due to launch across MTV’s international network of 63 channels from 8 November 2010, the idents constitute the third phase of MTV’s POP x 1000% international refresh, first rolled-out in July 2009, and progress from expressing human emotions to exploring the senses. The accompanying bespoke t-shirts will be available in 55DSL stores internationally for a limited period only from December 2010. Each will be informed by one of the five senses – touch, sight, hearing, smell, taste – with the added twist of 55DSL’s intriguing 5.5th sense, the less-explored human sense of intuition, featured on the sixth t-shirt.

“This is a unique design collaboration between two youth oriented creative powerhouses which leverages the strengths of both global brands and further deepens our connection to our audiences,” commented Roberto Bagatti, Vice President, Creative, MTVNI, and Creative Director, World Design Studio, Milan.  “Our commitment to seeking out great new creative talent is as strong as ever and we’re thrilled to have worked so closely with 55DSL on this project.”

Andrea Rosso, Creative Director of 55DSL added: “I am so proud of this collaboration.  Being able to create for MTV a unique collection of t-shirts under the common sign of creativity and collaborate with these amazing talented artists made my dreams come true.”

In identifying the cream of design talent from across the world, MTV and 55DSL have engaged the talents of international artists Alex Trochut (touch), Ilovedust (sight), James Roper (hearing), Tei (smell), Yué Wu (taste), and Zeloot (intuition), to each create a t-shirt design inspired by one of the human senses. Each of the t-shirts features a unique graphic and has been created using an innovative method chosen by its designer to represent the sense in their own individual, tongue-in-cheek way.

Taking the creative process one step further, each artist was paired with a motion design studio – selected from some of the world’s most innovative and cutting edge studios – including Universal Everything, Physalia and Digital District, to turn the original artworks into five unique 30-second short films, each informed by one of the senses.  The result is a truly international collection, reflecting the commitment of both MTV and 55DSL to innovation, creation and imagination across all media platforms.

About MTV Networks International (MTVNI)

MTV Networks International includes the premier multimedia entertainment brands MTV, VH1, Nickelodeon, MTVNHD, TMF (The Music Factory), VIVA, Comedy Central and Game One. MTV Networks' brands are seen globally in 640 million households in 163 countries and 34 languages via 170 locally programmed and operated TV channels and more than 400 digital media properties. The company's diverse holdings also include interests in television syndication, digital media, publishing, home video, licensing & merchandising and feature films. MTV Networks International is a unit of Viacom Inc. (NYSE: VIA, VIA.B).

About 55DSL

55DSL was born in 1994 as spin off of the Diesel group. Driven by the action sports arena, it has evolved to become a lifestyle brand influenced by graphic design, urban culture and music. 55DSL is a young and dynamic company distributed worldwide with a strong presence in Japan, Italy, UK and USA.

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