O2 was orginally founded by me and a group of friends most of us at that time living in Milan. O2 was a kind of reaction towards all the superfluous design stuff that we were part of making at all the various design studioes we were working for.
O2 got rather famous due to various events and exhibitions and after some years of activity I was approached by at that time the biggest and most fashionable and prestigious departmentstore chain SEIBU. The company wanted to present the latest trends from Europe - and that was us as O2 showing new eco-concepts - concrete projects and wild dreams about how we could live more "green".
The expo was called O2 NEW WAYS and of course was a BIG success - we got lots of press nationally as well as internationally as being probably the first real eco or green design exhibition in the world. And of course we needed merchandise for this project and what was more obvious than asking NOVOTEX to make thirts for us from some of the first organic cotton ever mass produced. We had a series of numbered tshirts made sold at a horrible price and for some reason only made in XL - which ment that the poor japaneese basically could use them as tents...so not that many were sold, but they created a lot of attention on fashion, organic cotton etc.