This time, I went to Milan to meet an old friend, Gantcho Boyadjiev, during the new promotional shoot for Firesign’s army line. Gantcho and Vili Gage, a designer of #Firesign, gave me a great opportunity to discover this new sports collection, made on purpose to boost athletic people’s performance.
Firesign is a fitness clothing brand based in Milan (Italy) which offers special clothes made in Italy with technical fabrics and material to help athletic people reach their goals.
How our wardrobe influences our performance
“You are what you wear”, how many times have you heard these words? What if it has a scientific fundamental?
The way you dress can significantly influence your mindset, modify your mood and even affect your performance.
Besides, the clothes you wear are perceived differently from person to person and can influence your work perspective, love life and, overall, the way people look at you and treat you.
Not to mention that the visual illusion which clothes’ shape and patterns create deeply modifies the way a body appears.
Research carried out by a professor of Hertfordshire University, Karen Pine, showed how a sample of students that wore superhero t-shirts felt more attractive and superior then their mates (source: Mind what you wear: the psychology of fashion, 2014). These students have also experienced a real increase in performance: students with superhero t-shirts scored, on average, 72% during specific mental tests in comparison to the others’ 64%.
According to this effect called “priming”, your perception and mental processes are influenced by the symbolic meaning that you unconsciously attribute to something you have just seen. In this case, the superhero t-shirt for example.
From the psych-lab to the gym
Have you ever noticed that every time you wear new athletic apparel, your performance levels have increased?
Well, if professor Pine is right, the priming effect works everywhere and choosing the right fitness clothing brand can represent a good strategy to trick yourself and outperform during your workout.
And what are the right ingredients that sports apparel needs to have to unleash the priming effect? Fashion, design and symbolic meaning seem to be the answer. Gantcho Boyadjiev knows it and started developing the idea behind his brand between 2009-2012 when he designed Firesign’s logo.
Ancient God’s power
If you follow Chick’n’Mango, you know that this is not the first time I interviewed Gantcho and his team.
Actually, I went to Milan during the first brand campaign launched in 2017. I visited Firesign’s headquarters and discovered the specifics of the material used and how a designer creates clothes.
But the most interesting thing, for the marketer and sport lover as I am, was discovering the passion of Firesign’s founder and the story behind that black helmet.
It was love at first sight. The energy, the philosophy, the culture on the background of Firesign. I found it fascinating. Gantcho has soaked his brand with Greek mythology: the warrior helmet, the motto, the horoscope… Everything is connected through fire and fire is power, is war. But sport is also war and that’s how Firesign becomes a hymn to life. The energy of ancient Gods channeled into clothes claims freedom and this keen forges the spirit of an athlete. A warrior.
«Firesign, your nature is divine».
Go camo!
This collection is really unique. Camouflage is the new leitmotif and the designers created an original pattern tailored for Firesign.
Guns up ladies and yippee ki-yay!
Firesign always blends design with high quality fabrics and, like Vili said in the video, the lycra used was researched and was purposely made to be breathable with quick dry mesh for sports. A perfect mix to lift angry at the gym.
Not only at the gym. Stroll around with Firesign clothes, you’ll hook up with girls like you catch butterflies during summer with the butterfly net in a daisies lawn.
Can bet it.
Ball of energy
Every time I meet Gantcho, he’s always developing a new project, always thinking, planning, moving forward. Talk to him for a while and you'll get the energy to go the extra mile to reach your goals. He’s like a steam engine which pulls you ahead both in business and personal life.
This hurricane is not easy to interview guys, he’s always talking, joking, he’s impatient. Staying still makes you lose muscles, did you know that? So, keep moving. Kidding, of course, but tell it to him.
That’s how a simple interview can easily become a perfect gag for the blooper reel! Oh God, a ball of energy!
WHAT DO YOU THINK
Tell me what fitness clothing brand you use to workout in; what pattern unleashes your best vibes to peak your performance!
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