The indestructible Daisy: the return of Guru and Matteo Cambi’s tale

Matteo Cambi, founder of Guru, returns to recount the birth and evolution of the iconic brand of the 2000s, a symbol of a carefree Italy full of dreams. On the occasion of the brand’s relaunch with a special collection, Cambi recalls how the famous daisy, now an inseparable symbol, was born almost by chance, amid skepticism from fashion experts. The scene at the time was dominated by a pop culture of showgirls, soccer players and discos. Guru quickly established itself as an emblem of a colorful and flashy lifestyle, embraced by a “tribe” of young people who lived among clubs, beaches and music. “Those who frequented those places had a specific lifestyle: perfect tans, t-shirts with big logos and a desire to appear,” Cambi recalls. Despite changes in the market, nostalgia for those times has remained positive. Cambi emphasizes how the brand represented a symbol of belonging and sociality, when going to the disco meant sharing collective moments. After complex years, Matteo looks with pride at the contribution Guru has made to fashion communication in Italy: “I was among the first to believe in communication through cult characters and places.” Today, Guru has been reborn under the leadership of a new ownership, while maintaining the energy and strength of its iconic symbol. The daisy, “indestructible and indissoluble,” continues to be recognized by all, confirming its status as a distinctive sign in Italian fashion.