Kozmo Laze carries out a deep research to bring the latest trends in men's and women's clothing, hand-selecting versatile garments signed by the most relevant brands on the scene. Born in 2016 in the suburbs of Milan, Usual is inspired by the '90s Hip Hop scene. Some lines play with quotes of the time and take up the fonts and prints of that period and the line "Nostalgia 1994", tends to evoke "la belle époque" of the hip hop scene.