What is dago?
DAGO is the supremacist name that Americans used to label the Italian emigrants in their country. It symbolises change, courage and ambition, moreover a fusion between alternate worlds and styles.
This term has a variety of interpretations; most of them are used as a supremacist name for Italians and Latinos. Looking deeper, we found that this meaning is strongly rooted in our minds and therefore became the brand name for the company.
The mind thought of it all, assume that the "dago" name was born from an abbreviation for "until the .day go" ( pronounced: until the dago ).
Looking at the Italian emigrants in the past, faced with the daily struggles of life, you wouldn't get them to break down and just give up but would rather see them wear a smile while accepting everything that was thrown at them, in order for them to continue to live a dream.
Finally, the understanding of where our ancestral roots lie and the origination of strong minded and courageous people has lead us to take the name and produce a brand with a "truly home made " identity which recreates the same ideals in our products and clothing line. |
