To promote its clothing line, fledgling brand NEWYORKESE poured American dollars onto attendees of Pitti Immagine Uomo, a major fashion event.
The dollars featured the NEWYORKESE logo and the phrase "Tu vuo fa l'americano ma si Made in Italy" -- "you want to be American, but you were Made in Italy" -- the title of a song by Renato Carosone.
CEO Gianfilippo Fontana of NEWYORKESE called the effort part of a "low budget advertising campaign." She added, "Thankfully the dollar exchange was very affordable."
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