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a heart beating since 2003 > Sweet Years’ heart start beating thanks to spokesperson Christian Vieri and Paolo Maldini and becomes immediately a social phenomena. Exactly two champions were launching the brand by wearing the T-Shirts with the “heart” under their shirts and showing them after each goal scored or at the end of a match. > Result of this impulse starts in 2003 from an business adventure of a group of friends which soon becomes a real and actual company,

establishing Go Old ’50 srl company and the “heart”, the beating element, source of love and passion, life and love symbol, become a real and actual brand. > First Sweet Years clothing collection draw its inspiration from the fabulous fifties, authentic generation which made the whole world dreaming for fashion trends, characters and music. > These are the values which brought many VIPs, in sport and entertainment world, to dress


in their spare time Sweet Years clothes. After consolidating clothing collections – for woman, man and child – which are main theme of the brand, company development focuses on brand spreading by obtaining a huge success. > SWEET YEARS’ brand is linked to values that Heart communicates and represents: Enthusiasm. Positiveness. Dynamism. Sport. Passion. Feeling. Sweet Years’ institutional slogan “You cannot live without heart” is a simple, effective

and strong slogan which gives the brand the possibility to widen its meaning. “You cannot live without heart” is a strategical concept which involves both product and target by creating a community made by young people who love a healthy and genuine lifestyle. These values brought many VIPs, in sport and entertainment world, to dress Sweet Years clothes in their spare time and becoming in this way indirect spokespersons of the Brand.


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brand philosophy >a  very young and popular street fashion brand targeted to young & trendy customers > easily recognized logo: red sweet heart > makes a trendy statement


target > > > > > > > >

age audience: from 14-40 years 40% male 60% female young, romantic and dynamic fresh, lively and sexy cheerful and funny enthusiastic & positive emotionally brand oriented


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distribution network > 1 flagship stores (Riyadh, Arabia Saudita) > more than 1.200 pos around the world >s  ales network

italy • spain • portugal • greece • france • germany • austria • switzerland • holland • belgium • luxemburg • russia • east of europe • ex jugoslavia • united arab emirates • saudi arabia • egypt • japan • hong kong • macau • china mainland • taiwan • malaysia • etc


BIOPOINT FLY SRL GLOBAL WATCH INDUSTRIES S.p.A. GRUPPO CARTORAMA S.r.l. Dibiottanta S.p.A. UBI S.r.l. VEGA 3 SRL SILGEST ITALIA S.r.l. CALEFFI S.p.A. PLANETX SRL ERCOM S.p.A. ARS OPTICAL S.r.l. ARS OPTICAL S.r.l. LARMS Srl MELCHIONI S.p.A. MANIFATTURE DADDATO S.P.A. MODAEFFE Srl DREAM PROJECT SRL CANTIERI CAPELLI Srl (distributore) YAMAHA MOTOR (motori) NEW GRIFFE SRL

22 important licences signed Important licenses have been signed in different production 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 and many co-marketing and co-branding projects with major Italian and international companies.


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: k o o b e c fa ! s n a f 0 0 0 200.


exclusive distributor for smartphones and IT accessories

via dell’Artigianato 16, Muggiò (MB) - Italy tel. +39 039 27173.1 - fax +39 039 27173.230 www.celly.com - sales@celly.com


SWEET YEARS BRAND PROFILE 2012  

SWEET YEARS BRAND PROFILE 2012

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