From football to fashion, Juventus has unveiled today the first street collection branded by the Italian football club. The Icon Collection goes beyond the definition of football giving a new meaning to the passion for this sport and becoming a symbol of unique style. The street culture, from which the collection takes inspiration, projects the Juventus brand towards a global audience, following the cultural contamination between football and fashion.

Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 14
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 13
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 12
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 11
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 7
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 10
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 9
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 8
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 4
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 6
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 5
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 3
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 2
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 1
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 0

The collection revolves around the concept of the Icon, embodied by one variants of the new logo redesigned in 2017. The oversized is present on all the items, with its minimal and iconic design highlighting the contemporary taste of the collection, reaffirmed by the claim: Life is a matter of Black and White.
Ranging from a total denim look, to the tracksuit and the most classic hoodies, the Icon Collection covers the whole world of street fashion. 

Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 20
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 35
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 34
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 33
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 32
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 31
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 30
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 29
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 28
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 27
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 26
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 25
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 24
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 23
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 22
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 21
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 19
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 18
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 17
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 16
Juventus unveils the Icon Collection The club debuts on the streetwear scene with its first ever collection | Image 15

Federico Bernardeschi, Emre Can and Douglas Costa are the football faces of the campaign photoshoot by Vincenzo Schioppa and produced by nss factory, along with the cool kids of Miami, Florida.
The Icon Collection is already available online on a dedicated website.

Cool kids shooting
Photographer: Vincenzo Schioppa 
Digital Tech: Christopher Murray 
Videomaker: Xavier Luggage
Stylist: Diana Karina
MUA/Hair: Lina Patricia Rodriguez
Art Direction&Production: nss factory
Models: Dallas sessoms,  Harley Suarez,  MunzirMaria BeltreCailee Lola
 
Football players shooting
Photographer: Vincenzo Schioppa
Digital Tech: Andrea Citro
Videomaker: Enrico Marzico
Stylist: Marco Deleo
MUA/Hair: Daniela Decillo
Art Direction&Production: nss factory
Models: Douglas Costa, Federico Bernardeschi, Emre Can