Sanremo 2025: Guè, Shablo, Joshua & Tormento in Icon Denim Looks

The 75th edition of the Sanremo Festival brought more than just music. It brought attitude.
“La mia parola è una street song.” These are the words of the group that set the Ariston stage ablaze during Italy's most important music festival. To coincide the rap world with a “street” song and a look that would not go unnoticed, Icon Denim - Los Angeles was the best choice.

Among the most talked-about performances — perfectly balancing urban sound and style — was the one by Guè, Shablo, Joshua, and Tormento, who set the Ariston stage on fire with a track destined to leave its mark.

But beyond the music, it was their look that stole the spotlight: the four artists took the stage dressed head-to-toe in Icon Denim Los Angeles, transforming the red carpet into a high-fashion streetwear runway.

Oversized, Bold, American

Complete black, white, and light wash denim looks, oversized silhouettes, meticulously crafted layering, and custom details: every outfit told the story of us, fluent in the language of urban Italy.
Each artist brought their own personality to their denim style — but the common thread was clear: tailored quality, street vision, and stage presence.

This isn’t the first time the Italian music scene has crossed paths with Icon Denim, not surprisingly even the italian superstar Marracash relied on us, giving way for his unique, brutal and direct lyrics to be expressed in the form of outfits.

But this time, the partnership has made history at the Festival. The perfect mix of authentic streetwear and pop culture, merging international aesthetics with local roots.

The Message Is Clear

Icon Denim doesn’t follow trends. It sets them.
And at Sanremo 2025, it redefined the dress code of Italy’s most iconic stage, bringing West Coast energy and brutal contemporary vibes.

“It’s not just denim. It’s a language.”
— Anonymous, backstage.