FASHION AND football have always gone hand in hand, both on and off the field, with handsome footballers often acting as the models and presenters for some of the industry’s best known brands.
Now lifestyle brand Diesel is taking the friendship a step further, becoming the official style partner of Italian football club AC Milan. The partnership kicked off in September and will last at least for the next three years.
Barbara Berlusconi, the club’s vice president, explains that the partnership is designed to reach out to the younger market. “I grew up with the red-and-black colours. I’ve always felt they were like a second skin. They’ve become my passion – the same passion that has driven AC Milan and Diesel to set up this partnership. Diesel is a dynamic, international company in the fashion world, oriented towards the younger market, the same one AC Milan appeals to and reaches out to, following the path of other top European clubs,” she said.
Renzo Rosso, Diesel’s founder, is also delighted with the deal.
“This is a long-time dream coming to life, for me and my family and for Diesel. The extraordinary journeys of Diesel and AC Milan are intrinsically linked. We are two major Italian players, iconic, similar in spirit, with global resonance, and we are teaming up around a dream of pride, passion and bravery. We want to make this collaboration unique, fuelled with irony, innovation and modernity.”
Diesel will be dressing the AC Milan team “off-field” for the next three years. These two Italian icons, each with its own global presence, share many of the same values– team spirit, attitude, and the will to win. Since its founding in 1899, AC Milan has won numerous championships and today is a leading entertainment company producing sporting spectacles for millions of people around the world.
Diesel is regarded as one of the coolest casual creators on the global fashion market, producing a wide-ranging collection of jeans, clothing and accessories for nearly four decades. These are matched with an unconditional passion for the sport itself.
Thai fans of Diesel can enjoy the brand’s latest collection at its new flagship store at Siam Discovery. The boutique presents a full range of apparel as well a a tableware collection by Diesel – Living with Seletti.
The set, which is inspired by machines and grinders, is enriched by a new collection of fine porcelain plates enhanced by a new decoration. The cogged edges are highlighted by a metal garnish realised by Italian craftsmen.