Five by Lozza

In the early 1980s, Five was the mascot of the beginner Channel 5, a TV channel owned by the company of Italian businessman and politician Silvio Berlusconi. Five was a sassy and mischievous puppet in the guise of an orange dragon, with his head shaped on the large grass snake of Canale 5’s logo, inspired by the heraldic coat of arms of the noble Milanese Visconti family.
At that time, the Fininvest company (now Mediaset) invested heavily in merchandising developed on his image, from the life-size puppet that was given to contestants during Mike Bongiorno’s tele-quiz shows, to the Fivelandia music compilations that kept this name until the mid-2000s, even after the puppet’s definitive disappearance from video.
The collection was made in collaboration with Lozza eyewear to take advantage of the moment, as at that time the “Five” trademark was a winning brand, synonymous with joy, lightheartedness and positivity, as well as recalling the commercial successes of its creator. For a time, the Five puppet was also used as Milan’s mascot under the name Dudy, the nickname of Pier Silvio Berlusconi, son of the founder of Fininvest.