The Juventus brand's evolution

Last weekend, Juventus presented their Icon Collection at the White Street Market in Milan, the first ever streetwear line produced by Juventus, confirming the Club's international outlook.

The collection is inspired by the football-fashion trend that has dominated the streetwear scene, transferring the fundamental values of the Bianconero club to the fashion world. Juventus has grasped the contemporary cultural evolution, made of a continuous collaboration between diverse and previously separate areas such as music, fashion and sport. Icon Collection speaks to a global audience, including those that are not necessarily passionate about football, a manifestation of the evolution of the Juventus brand at a global level that aims beyond the pitch. The path to reach this point has been long and challenging with decisive stages, such as the realization of the new logo redesigned in 2017, a key-point in the variation of the Icon logo on all the items in the collection.

The collection is already available online on the bespoke website and in-store exclusively at the Allianz Stadium MegaStore. Immortalized by the shots of Vincenzo Schioppa in the location of Miami, Florida.