Sheriff & Cherry AW20 Sheriff & Cherry AW20 Vanity Teen 虚荣青年 Lifestyle & new faces magazine

“Slow fashion for the route to the easy life.”

Every now and then in the times of today, life may feel a little bit too fast. Here’s to the slow life. Sheriff & Cherry bring a sense of holidays into every day and a faraway destination to wherever we may be. Rather than individual pieces, the brand offers a total look that always includes eyewear. Working with materials, fabrics and shapes that immediately evoke a feeling of carelessness unique to holidays – think terry cloth, animal prints, loose silhouettes, colour blocking and symbols of navigation. Sheriff & Cherry take us on a cruise, destination easy life.

Founder and Artistic Director Mauro Massarotto has a track record of infusing brands with new life by analyzing their heritage and leading them back to their core values. It’s this essential approach that he applies to Sheriff & Cherry as it reflects his taste and attitude precisely – a brand on a journey, it’s fun and certainly not as innocent as it may look. The idea of a journey also translates into the product, all of which finds inspiration in destinations – from eyewear to capsules. The brand’s natural choice of models and collaborators represents the spirit of the good time that is Sheriff & Cherry.

The foundation of Sheriff & Cherry builds on an established collection of unique eyewear including spectacles and sunglasses in a variety of shapes and materials, always united in a distinct approach to design where more is more, especially when it comes to size. Massarotto’s keen eye for refined details rounds up the collection which like the ready to wear references the maritime theme running through the body of work like a golden thread. The collection interprets classics and, by adding a contemporary twist, manages to create some of the most desirable, timeless products. Always keeping an eye on quality, Sheriff & Cherry collaborates only with family-run businesses as well as artisans in Italy to manufacture the eyewear collection.

The ready to wear collection includes pieces from shorts over track suits in matching patterns, to bath robes and ponchos. These clothes provide comfort no matter the journey you may find yourself on. For Sheriff & Cherry fit is key, as much as a high standard of manufacturing, because at sea we need clothes to rely on.

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