December 22nd, 2009
Product Shill: Paolo Maldini For Sweet Years
Founded in 2003, Paolo Maldini and Christian Vieri’s clothing line, “Sweet Years,” has always been a mere blip on our need-to-know radar.
That was, however, until we learned that they also make chocolate products.
So yes, we’re interested. Paolo Maldini (screw Bobo; he’s gone soft in the tummy) and chocolate? It’s like the ultimate calorific-strawberries-and-champagne-hand-delivered-to-our-bed/throne/worship station Kickette fantasy come true.
As for the Sweet Years items of clothing on offer, it’s fairly obvious that most of the belt buckles are tacky-fabulish and few could actually pull these clothes off in public with their dignity remaining in tact. How to sell to the retail buying Italian youth? Just put the Maldini bedhead® and tatts up front and center to distract from the astonishing price tag.
Sweet Years Points rating:
+5 points to the biz brains who made that marketing move; -10 for attempting to sell those sunglasses; -25 for making PM actually wear them; -infinity for providing photographic proof of it.