Only months old, I HATE U is a new label based out of Italy. By using "both words and images, and a bit of irony (and sometimes of madness), [they] desecrate famous personages and stereotypes in order to try to carry a gust of positivity in [their] lives, a clear message of [their] way of life, of [their] thoughts and [their] vision of the world." Perhaps, this vision is in part to steal the spotlight. The attention garnering line is definitely not for the weak of heart. The entertaining newcomer aims to attract those who love to be watched and admired. Well, one thing is for sure, the provocative images will serve to get anyone noticed.