It is now clear that today’s culinary art ceased to be only a passion. The television schedule and the increasingly acclaimed chef-stars have taught us that cooking is a real reason to life, even at amateur level, to be taken more and more seriously. And it is precisely from the final of the most famous among the television programs dedicated to kitchen, Masterchef, which come Andrea and Maurizio, today faces of the new channel Fine Living. Dedicated to the lifestyle that inspires passion for food preparation, they created Chissenefood, concept of a way of being that becomes brand, providing suggestions, ideas, recipes, selected products of the highest quality with the fundamental intent of living kitchen with the fun and carefreeness it deserves. A concept immediately married by the clothing brand Mitchumm Industries, which takes the typical elegance of Italian style but, also here, lived with lightness and irreverence, as its core values. Together with Chissenefood Mitchumm has created the Chissenefood wear line, launching at Pitti Uomo a new model of jacket/shirt. Textiles with colorful prints, Hawaiian-inspired but with the Italian twist that characterizes Mitchumm creations, dressed the classic chef’s jacket, interpreting the values of both realities and turning it into a garment for real food-lovers, to be worn in and out of the kitchen.