THE HIDDEN GALLERY – Art, Design, and Solidarity by JAAM

The Hidden Gallery: Art, Design, and Social Commitment

The Hidden Gallery project is born from the intersection of art, design, and social commitment, taking the form of a capsule collection of twelve unique ski jackets created by the Turin-based brand JAAM (Just About A Minute) and customized with works by artist Ugo Nespolo. Online sales began on Christmas Day and will continue until February 3, 2026; all proceeds are dedicated to supporting oncological research at the Piedmontese Foundation for Cancer Research in Candiolo.

Each jacket is a unique artist’s piece. The lining features reinterpretations of historical paintings—including Museo Matisse, Volti e Maschere, and La Musique—in compositions that integrate collage and Pop Art elements. The artwork is not displayed but sheltered: hidden yet simultaneously an integral part of the object, designed to be lived in and worn.

The project is rooted in a family and cultural history that spans Italian design of the late 20th century. In the 1960s, GUFRAM was founded in Turin as a creative laboratory for Radical Design, known for its pioneering use of innovative materials like polyurethane and for creating iconic objects. It was in this context that the vision of art as a “house of art” took shape: a place of experimentation where the object is not merely functional or decorative, but a carrier of meaning and emotion.

Today’s dialogue between Nespolo’s work and JAAM jackets stems from this legacy. The collection features Alcantara, a material previously explored in interior design and applied here, for the first time, to technical skiwear. This capsule represents a double innovation: the first ski jacket made of Alcantara and the first to contain a signature work of art.

The Hidden Gallery thus stands as a project that transcends the traditional boundaries between applied arts, design, and technical fashion. It is an initiative that reaffirms the idea of dynamic art—capable of entering everyday life—while assuming ethical responsibility by making a concrete contribution to a vital collective cause.

For more information, visit the official
JAAM, The Hidden Gallery website.