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About Us

In the film, ‘Diabolicus,’ the famous Italian actor Toto, also known by his full name _, brilliantly impersonates a loud and boisterous albeit delusional fascist commander — an obvious mockery of the pompous dictator Benito Mussolini.

At the announcement of his brother’s murder, the General tears open his jacket to reveal a shirt that says, ‘me ne frego,’ a common phrase used at the time.

Now we are reclaiming the phrase, not as the silly battle-cry of failed despots, but as the triumphant declaration that life’s day-to-day problems do not bother us. This is our solution.

When someone says your clothes are torn or dirty, be sfacciato and say “me ne frego”–because nothing’s sexier than confidence.

Does this speak to you? Write to us!

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