About Us

Sorry I’m Not a Deejay is more than a brand—it’s a statement.

Founded by Andrea Decuzzi, the project was born from real experience inside the DJ industry and a desire to redefine what it means to be part of the culture.

Blending fashion, identity, and music, the brand represents those who exist beyond labels—the creatives, the builders, the ones shaping the scene from every angle.

Our Story

The Beginning

Before founding the brand, Andrea was deeply involved in the DJ industry—booking artists, organizing events, and working behind the scenes to create experiences. Because of this, people constantly assumed he was a DJ himself. His answer was always the same:

“Sorry, I’m not a deejay.”

What started as a simple, ironic response revealed a bigger truth—so many people contribute to the culture without ever standing behind the decks.

From this perspective, Andrea transformed the phrase into a brand. Sorry I’m Not a Deejay was created to give a voice to everyone in the scene: whether you’re in the industry, a creative, a promoter, or an influencer—you are an essential part of the music ecosystem.

At the same time, the message speaks to DJs themselves. Being a DJ is more than playing music—it’s about being trendsetters, cultural drivers, and part of a wider movement, especially within the creative scene of Florence.

Evolution

What began as a phrase quickly developed into a visual identity. The message resonated for its honesty and subtle irony—connecting with people who see themselves both inside and outside the traditional definition of the scene.

The first collections reflected this mindset: minimal, expressive, and meaningful. As the brand grew, so did its community—bringing together individuals who value creativity without labels.

Today

Today, Sorry I’m Not a Deejay continues to evolve under the direction of Andrea Decuzzi, staying true to its original vision while expanding its reach.

Each piece is designed and created in Italy, combining quality, detail, and a strong aesthetic identity. From its Italian roots, the brand now ships worldwide, connecting with a global community that shares the same mindset.

At the same time, Andrea remains deeply connected to the culture—continuing to work behind the scenes, collaborating with key figures in the DJ community and building experiences that bring people together. His work includes projects such as Florence Music Week, reinforcing the brand’s role within the movement it represents.