Da mai is a poetic and paradoxical phrase that literally translates to "since never". It's a truly unique expression you won't find in a standard dictionary.
In the song, Gino Paoli sings, "Io ti conosco da sempre e ti amo da mai" (I've known you forever and I've loved you since never). He creates a beautiful contrast: a love that feels both ancient ("da sempre") and completely new, existing outside the normal flow of time. This phrase perfectly captures the magical, timeless feeling of falling in love at first sight.
Have you ever met someone and instantly felt like you had known them your whole life? Gino Paoli nails that wild contradiction in this classic Italian pop ballad with the line: "Io ti conosco da sempre e ti amo da mai" ("I have known you forever and loved you since never"). Paoli starts in disbelief, amazed that out of a whole crowd of people, someone that gorgeous noticed him ("Tra tanta gente che tu ti accorgessi di me" ["Among so many people, that you noticed me"]). Suddenly, sitting alone in his bedroom feels like flying ("È stato come volare / Qui dentro camera mia" ["It was like flying / Here inside my bedroom"]).
What makes this track special is how honest he is about time slipping away. Instead of promising an impossible eternity, he begs his lover to play pretend: "Fai finta di non lasciarmi mai / Anche se dovrà finire prima o poi" ("Pretend you'll never leave me / Even if it will have to end sooner or later"). He knows the romance might end eventually, but right now, looking at the clock hurts. He repeats a clever, contradictory phrase that any night owl in love will recognize: "Ora è già tardi, ma è presto se tu te ne vai" ("Now it is already late, but it is early if you leave"). It is late on the clock, sure, but far too early to say goodbye.