Continuing to explore the cultural crossover between fashion and football and also sustainability, AC Milan have unveiled a new fourth shirt and supporting collection for 22/23, produced by high-end fashion brand Koché and PUMA.
Italian giants AC Milan have been at the forefront of the football x fashion crossover in recent seasons, exploring the potential through a partnership with Off-White and previously with their 21/22 fourth shirt, which came courtesy of a collaboration with leading Italian fashion brand NEMEN. Now they take another step down that same path with their 22/23 fourth shirt, which comes courtesy of a collaboration between technical sponsor PUMA and high-end fashion brand, Koché.
Koché was established in Paris by Christelle Kocher in 2015, and the brand has since gone on to display an appreciation for football fashion, most notably through collaboration’s with PSG. But it was AC Milan with whom the label most recently crossed the white line, through an up-cycling collection with the Rossoneri that was revealed at Paris Fashion Week last year. And that relationship takes its next step, with Koché collaborating with PUMA for the club’s new fourth shirt.
The kit will be worn this weekend in the match against Atalanta, while the AC Milan Women's Team will wear the Fourth jersey in the first leg of the Coppa Italia semifinal against AS Roma. The design integrates a game-ready pixelated interpretation of the iconic red and black stripes of AC Milan. The jersey also integrates a touch of gold, which adds an elegant touch to the innovative reinterpretation of the Rossoneri's 8-bit-inspired traditional look.
"Pixels are the atoms of digital images. They can be reminiscent of 8-bit games, nostalgic early internet graphics and take a contemporary form in the shape of Crypto punks, which are at the center of pop culture today," said Marco Mueller, PUMA Senior Head of Product Line Management Apparel Licensed. "The idea behind the jersey print is to bend the pixels in a perspective that will pay tribute to the iconic stripes, but at the same time decompose the pixels to blend into the black of the jersey to create a stylized digital look and feel."
Casper Stylsvig, Chief Revenue Officer of AC Milan, commented: "This Fourth Kit designed by PUMA and KOCHÉ is the perfect incarnation of AC Milan's innovative drive to be a pioneer and a trend setter. With its ability to incorporate our red and black colors with gold and its modern design, the Kit combines heritage and innovation, and it is a testament to AC Milan's ability to merge football and fashion in a credible and authentic way."
Christelle KOCHER, Founder and Creative Director of Koché said: "It was such an honor for me to work on this cult jersey. I am a football fan and AC Milan is one of the most iconic football clubs of all time. I am very proud to bring an elegant KOCHÉ touch to AC Milan players on the pitch. It was a real pleasure to deep dive into AC Milan's DNA and give my modern take on the red and black stripes."
Shop the AC Milan x Koche collection at prodirectsport.com/soccer
