Woc (Italian, b. 1995), the pseudonym of artist Flavio Rossi, translates the imagery of digital culture into spray paint and canvas. Rooted in graffiti, he studies web content, news photography and viral internet images, tracing the symbolic and aesthetic meaning they acquire as they circulate online.
Born in Turin, where he lives and works, he trained at the Accademia Albertina di Belle Arti while active in the local graffiti scene there, graduating in 2018.,In 2017 the designer Virgil Abloh discovered his work on Instagram, leading to a collaboration with Off-White™ that continued until 2021, during which he created designs across several of the label's collections.He also created cover art for musicians including Mecna and Michael Sorriso, tour artwork for Myss Keta, and website illustrations for the streetwear retailer Slam Jam, alongside work for brands including Universal Music, Sony Music, Adidas and Nike.,Since 2017 he has been co-founder and art director of the fashion brand Italia90.,
From January 2022, Woc began working in digital art, engaging with web3 tools and blockchain technology, and minted his first piece on Hic et Nunc, BEAST (Mark Zuckerberg's dog).In May 2023 he showed DONDI, a piece reflecting his connection to the underground art scene, in “Metro Roots”, a Fakewhale Cross group release.In April 2024 he released Code Of The Streets through Fakewhale Gallery's Solo Series on objkt.com, three spray-paint and digital works — MF, 2000 and RUNNING BITCOIN — drawing on rap and street culture and the early history of cryptocurrency.In January 2025 Fakewhale Gallery presented Age of Empires on Verse, a three-work auction titled DOGE, ROSS and ZHANG that used the Shiba Inu meme that became a cryptocurrency phenomenon, Silk Road's creator Ross Ulbricht, and the figure behind ByteDance and TikTok, Zhang Yiming, as symbols of power and influence in the digital age.
