BORN TRENDY è il pay off che accompagna il marchio, definisce lo stile Sonny Bono ed è alla base del successo del brand e dei punti vendita. Sonny Bono vede la luce nel 1995 e inaugura il suo primo store monomarca nel 1998. Da sempre si presenta con un total look disinvolto e dinamico, pensato per un consumatore attento alle tendenze e libero dai condizionamenti, capace di ritagliarsi un look a sua immagine, accostando in modo originale ed efficace, le linee classiche al capo che fa moda. Ogni collezione Sonny Bono è articolata in una proposta assai ampia che incontra l'uomo in ogni sua occasione d'acquisto: lavoro, tempo libero, eventi importanti, sport. Nei punti vendita si spazia dai capi tecnici ai completi, dai jeans alla maglieria declinata in numerose finezze e pesi, dalle camice all'intimo, dalle scarpe alle cravatte, dalle cinture alle sciarpe, ai cappelli, ai guanti, alle cravatte per finire ai profumi e altri prodotti per la cura del corpo. La vision del brand si riflette nel concept di ciascun punto vendita: design high tech, moderno e di forte impatto visivo.

1995-1997 THE BEGINNING
Marald was born in the 20th century from a pure business concept of the Del Giudice family, as a clothing manufacturing company for industry players. The brand's production activities - the passion for fashion, the search for trends, the continuous research in the world of men's clothing - have contributed to a profound culture of men's fashion, leading the Brand to be a pioneer of the Fast Fashion sector. With the first point of sale in Erbusco, in Franciacorta, thanks to the strategic positioning of this location, the richness of its territory, and the particularity of the commercial format, an expansion begins on the national territory with the opening of other points of sale and from here franchising.
Thus was born the Sonny Bono brand, whose Pay-off "Born Trendy" is the expression of Sonny Bono's aspiration to guide and respond, with each collection, to all those looking for a fashion product at affordable prices .

1997 ART
The collaboration with Gian Paolo Barbieri, an internationally renowned photographer, helps the vision of the brand in an incisive way. He is an eccentric photographer; a meticulous revolutionary who takes care of the setting, make-up and accessories himself, going as far as to do crazy things for perfect shots.
Along these lines, Sonny Bono re-interprets fashion and garment compositions, effectively creating the Fast Fashion market.

2000 - MILLENNIUM MAN 

The man master of his world, who lives with intensity.
The new collections celebrate man's maturity with more complex combinations between classic and casual garments; the formal tone is intertwined with emotion and creates an explosion of distinctive but never extremely formal outfits.

2003 - URBAN KING

Sacredness and urban chaos mix in an almost profane absurdum.
Sonny Bono has encapsulated and mastered these urban contrasts with resistant materials and soft cuts, embellished with natural and elegant details.

The plots adapt and the drawings are articulated, man blends in with the environment, managing to move from Business to Underground as in a fade-in.

2008 - CLUB PRIVÉ
These are the years of eternal DJs and neon lights. The world and locals change shape and  seek selection and coherence.
The flashiness explodes in the details, an outfit of few but complex elements: large and inlaid buckles, simple shirts but in bright silk. Even the business man seeks the extreme, challenging the rigid canons of bon-ton, respecting the whole but with soft and imaginative fits.

2012 - BRILLANTINE AND POP
These are the years of eternal DJs and neon lights. The world and locals change shape and seek selection and coherence.
The flashiness explodes in the details, an outfit of few but complex elements: large and inlaid buckles, simple shirts but in bright silk. Even the business man seeks the extreme, challenging the rigid canons of bon-ton, respecting the whole but with soft and imaginative fits.

2018 - CULTURE BASED
Fashion, music and culture have always lived in eras where influence has no prince but mixes and composes each other.

The second decade of the 21st century is made of movements of thought, Trap music, the culmination of elegance and romance.

Today
The modern era is intense and underground cultures emerge; Sonny Bono interprets them with an enterprising Urban Style, a multifaceted Business line and a collection with basic materials for the man who seeks simplicity even in everyday choices.