23 September 2020
A visionary style, which goes beyond conventions and establishes new aesthetic requisites: it is that of the new ICON collection launched by Juventus, through which the club, after having been a protagonist in international events such as Boiler Room and Club to Club, has created yet another perfect symbiosis between lifestyle and music. It is in fact Loco Dice, one of the most appreciated and innovative artists on the music scene, who has been named as the ambassador of the new line.
His participation is not accidental: Loco Dice has supported Juve since he was a child. "Everyone in the family were great Juventus fans and my mother in particular doted on Michel Platini,” says the artist.
Another very evident connection is that, between his pieces, capable of breaking down the musical barriers between different genres, with a direct and natural approach, and the new ICON collection, was created to allow new combinations, freeing the imagination of those who choose to wear fresh, bold clothes, inspired by the glorious uniforms of the 90s, but at the same time remaining extremely contemporary and in line with the streetwear style.
The dominant colours, obviously black and white, are joined by orange, which this season characterises the third game kit. The loose fit and the comfort offered by the garments are in line with the trends of the moment, but it is the innovative philosophy, the nonconformist approach, the desire to go beyond the ordinary that makes the new ICON collection a perfect symbol of what inspires and moves Juventus: being in every gesture, in every moment, simply Live Ahead.