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Photo: Courtesy of Eurotic

The European Union flag has been having a bit of a micro fashion moment. At London Fashion Week Mens in January, British label Agi & Sam put the symbolic circle of 12 gold stars on a scarf and a jacket. For Vetementss Euro-centric Stereotypes collectionwhich brought together the Gabber culture of Rotterdam, Englands chavs, and the regions many touriststhere was a distressed sweater printed with the same design. Now, it has even prompted the emergence of Eurotic, a young, cult label that has turned the EU flag cameo into a direct political statement.

Agi & Sam Fall 2017 Menswear; Vetements Fall 2017 Menswear Photo: Indigital.tv

Started by photographer Lea Colombo and model Valter Trsleff, Eurotic recently launched its small line of hoodies, T-shirts, and sweatshirts. On its lo-fi website, described as Europes Unofficial Souvenir Store, there are two versions of the flag: the standard blue with gold stars and a red version titled Eurasia. According to Trsleff, Eurotic is a direct reaction to Brexit, the United Kingdoms controversial decision to leave the EU. For us, the European Union has always stood for openness and togetherness across our bordersthe feeling of being united and open is something that our imagery tries to portray, he says. Growing up in the European Union and the freedom of movement that it has given me, I found it strange that people were repelling something that has been a guarantee for peace and stability for the last couple of generations.

The flag trend was sparked by a European Union in crisis, not unlike the way Americana swept the New York Fall 2017 runways in response to the U.S.s own political backdrop. The fallout from Brexit shed light on the growing nationalist sentiment in countries like France, where current presidential candidate Marine Le Pen is running on the platform to abandon the EU. It doesnt stop there: Politicians in Finland are reportedly pushing their own Brexit, known as Fixit, while earlier this year, Dutch far-right politician Geert Wilders (who draws comparisons to President Donald Trump in both looks and agenda) also voiced a desire to leave the Union. Of late, the call to exit has dominated the narrative, but there is also strong opposition. Back in March, pro-EU demonstrations took place in more than 40 cities. And what were some of those participants wearing? Nothing less than the EU flag.

Photo: Courtesy of Lea Colombo for Eurotic

Though it may be hard to tell whether a protester is wearing a Eurotic tee or a two-dollar piece from a souvenir shop, the label has found a way to stand out and resonate with young people through its smart digital presence . Theyve mastered a tongue-in-cheek Eurotrash flare that attracts oddball fans like model Sasha Melnychuk. Eurotics Instagram, @eurotic_ , is bizarre and funny: Think screen grabs of late night hotline commercials, flashes of German Chancellor Angela Merkel (de facto face of the European Union), and a mash-up of a football hooligan brawl and a bucolic Scandinavian midsummer celebration. That comic attitude is central to Eurotics tone. "Its one of the main messages of Eurotic; it can all be perceived as a joke, which we personally like, says Torsleff. There is so much unspirited in the world, especially when it comes to politics and world issues, therefore it is nice to be able to showcase something with a bit of a lighter energy and nuance.

Laughs aside, Eurotic has a deeper intent: Im not saying the EU is utopia but I think it has some key points and values that we would not want to live without, he adds. Therefore we wanted to create an online souvenir shop, or call it a memorabilia store, for the EU before it is all gone or forgotten. Sure, a flag hoodie isnt going to change the world, but it is an extension of a young generation thats opting for unity. That should count for something.

Read more:
The Rise of the EU Flag on the Runway and at Cult Label Eurotic - Vogue.com