Francesco Michelacci, Danilo’s son, grew up surrounded by textiles. In the 80s, he took a bigger role in the company, working with top global brands to perfect their garment finishes, but his real passion was elsewhere. Like a chef with a secret recipe, he obsessed over the art of dyeing and finishing, knowing it could transform even the simplest piece into something exceptional.

Testing finishes on outerwear was costly, so Francesco began experimenting on t-shirts instead. The results? Retailers immediately recognized the uniqueness of MIDA’s t-shirts and urged them to focus on them. From then on, t-shirts became the brand’s signature; crafted only from long-staple cotton, ensuring a solid foundation for unique treatments, deep colors, and an unmistakable hand feel.

MIDAundici continues the Michelacci legacy with one simple mission: to perfect essential t-shirts that last, feel incredible, and offer uncompromising value.

With the rise of e-commerce, we took our first step into a new era, making MIDAundici accessible to a wider audience while staying true to our roots. Our customers aren’t just buyers, they’re part of the story. They return, they recommend us, and they understand the difference between a regular tee and a MIDAundici tee.

From playing ball to dressing for the ball, our t-shirts adapt to your life. If our ethos resonates with you, and you believe you can help share our story - whether through social media or your community - we’d love to hear from you.