12 January 2019
Icon Collection, the first streetwear range made by Juventus, was unveiled at White Street Market in Milan today.This unique selection of apparel sees the Juventus brand reach beyond the world of sport, enabling fans to express their passion on a daily basis. Icon Collection carries the Juventus values into the fashion sphere via a modern concept in which the Bianconeri's visual identity is the inspiration for a tangible commodity.Influenced by the '90s and the cultural contamination between football and fashion, Icon Collection includes an array of original and exclusive designs – from loose-fit hoodies and jumpers to jackets.
The innovative materials follow current trends in streetwear. Besides Juve's traditional Black and White, the collection is enhanced by a series of bright hues, while the Juventus logo is printed or sewn – or present on accessories – on each and every garment.Juventus launched Icon Collection at White Street Market, the first Italian event devoted entirely to fashion and street culture, running from 12 to 14 January, during Milan's Men's Fashion Week in Tortona Fashion District.The street world thus takes the Juventus brand to a global audience and, in line with the club's international profile, some of the official photos were taken in Miami, Florida, one of the world's most iconic cities. Meanwhile, on the other side of the pond, Federico Bernardeschi, Douglas Costa and Emre Can posed as models for Icon Collection's official debut.Juve's new range of streetwear is on sale exclusively at the MegaStore at Allianz Stadium and online at icon.juventus.com.