The project Around the World in 80 Museums, with the patronage of Parma Italian Capital of Culture 2020 + 21, was born as a response to the crisis that the art world has gone through with the closures and restrictions caused by the health emergency. Since its origins, the SEP brand has mainly addressed the world of contemporary art, creating quality Made in Italy merchandising for museums, exhibitions and cultural events. In this exceptional period, the idea was to create a limited edition capsule in support of the Italian museum system.

The initiative aims to reflect on how much art and places of culture are lacking not only by regulars, but above all by those who work behind the scenes and the organisers of the installations. Wearing this t-shirt you can convey a message of support and awareness towards a world strongly affected by the consequences of the pandemic. Parma Capitale will be the institutional director of the project capable of building a network of 80 museums around the world, most of which on the national territory. Entities that choose to participate will be able to promote the campaign through their own channels, with the aim of making the image of the worn t-shirt viral, and also putting the t-shirts on sale, with any future promotions combined with the purchase of tickets. The campaign will be supported, in addition to the social profiles of the museums themselves, by prominent figures from the world of culture and entertainment in order to involve a transversal segment of the public.

The organisation of the project also undertakes to donate a significant portion of the turnover from the sale of the t-shirts to the Piero Manzoni Foundation for its Kids' labs. Particular attention also to the message printed on the t-shirts and the materials used: a play on words between English and Italian, between the word MORE and Amore (Love), a request written in large letters, current and clear, simple, but effective “More art, but also more love”. The t-shirts will be produced according to the high quality standards SEP t-shirt, in cotton, made entirely in Italy, with sustainable packaging designed for optimised logistics, and with a dedicated customisation for each museum, institution or foundation that will join the initiative.