ABOUT
Sorry I’m Not a Deejay
Sorry I’m Not a Deejay is Andrea Decuzzi.
It started with a simple, funny phrase that Andrea created while working inside the electronic music industry. People often assumed he was a DJ. His answer was always the same:
“Sorry, I’m not a deejay.”
But Andrea didn't just say it. He wore it.
He wore the phrase at clubs, festivals, parties, behind DJ booths, alongside artists, and throughout some of the most important electronic music scenes in Italy and Europe. What began as a joke slowly became something people recognized.
The phrase became the identity. The identity became the brand.
THE PERSON BEHIND THE PHRASE
Andrea has spent years working within electronic music—not as the person behind the decks, but as someone helping build the world around them.
He has booked internationally recognized DJs, produced events, developed relationships with artists and venues, and helped create opportunities for people within the scene. He also hosted a podcast dedicated to DJs and artists, interviewing many of them at the beginning of their careers and giving them a platform to share their stories before some became internationally recognized names.
That history matters because Sorry I’m Not a Deejay didn't come from someone looking in from the outside.
It came from someone who was already inside the culture.
Andrea has always been connected to the people, places, music, and experiences that make electronic culture what it is. You can still find him behind the booth with a DJ, collaborating with a venue, producing an event, supporting an artist, or connecting people across the scene.
He may not be the DJ. But he is part of the culture.
IF YOU KNOW, YOU KNOW
Electronic music has its own language. Its own history. Its own places. And, especially in Italy, its own family.
In Florence and throughout the Tuscan electronic and techno scene, those connections run deep. DJs, artists, promoters, clubs, creatives, and people behind the scenes often know each other, work together, and cross paths from one event to the next.
Over the years, Sorry I’m Not a Deejay became part of that world.
For people who have been around the scene, seeing the words can feel like recognizing someone you already know. Wearing the armband, shirt, hat, or any piece carrying the message is a small signal:
I know. I’m part of it.
It says you understand the culture—not necessarily because you're a DJ, but because you are connected to the music, the people, the nights, the venues, and the lifestyle surrounding it.
And for those who don't understand it yet?
They want to know.
MORE THAN A CLOTHING BRAND
Today, Sorry I’m Not a Deejay has grown beyond the original phrase into clothing, accessories, collaborations, art, and objects inspired by electronic music culture.
Some pieces are created by Andrea. Others are collaborations with DJs, artists, labels, venues, and creative people who are part of the same world.
Every piece carries the same idea: you don't have to be the person behind the decks to be part of the music.
The brand is a reflection of Andrea's experience, relationships, taste, and connection to the scene.
FROM ITALY TO THE WORLD
What started in Florence and grew through the Italian electronic music community is now ready for the next chapter.
The mission is to bring Sorry I’m Not a Deejay to more electronic and techno communities around the world—to more cities, clubs, festivals, artists, and people who understand that music culture is bigger than the DJ booth.
From Tuscany to Italy.
From Italy to Europe.
From Europe to the world.
If you've seen the phrase before, maybe you've already been part of the story.
If you haven't, now you know.
SORRY I'M NOT A DEEJAY.
I KNOW I AM. I’M PART OF THE CULTURE.