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In a move that will ultimately help brand Italy itself, ItaliaIndependent.it (I-I) has been launched to trumpet the renaissance of Italian luxury by offering products that are conceived, developed and produced in Italy, reports fashion.psfk.

According to the Herald Tribune, ItaliaIndependent's claim is "Made in Italy 2.0." Just like the new internet wave 2.0, I-I intends to upgrade the concept of Made in Italy, replacing status symbols with "me-unique symbols" and adding innovation to tradition.

Citing "Italianity" as a main brand value, the company is reinterpreting and updating the prestige already associated with the "Made in Italy" label, to create what it terms "personal belongings - not accessories," the first being a pair of Sever sunglasses.

All I-I products will be sold mainly online, through the website, although the company also plans collaborative sales events with some of the top global fashion stores, including Luisa Via Roma in Florence, Corso Como 10 in Milan, L'Eclaireur in Paris, Verso in Antwerp and Podium in Moscow.