Juventus stride confidently onto the streetwear scene by launching their first self-branded lifestyle collection for 2019. The Italians have wondered down a retro route to achieve what numerous clubs have failed to deliver – to execute a lifestyle collection which fits naturally into fashion and lifestyle circles.
Yes, the creative photoshoot helps make that transition but take each piece individually and this is a drop that sits firmly in the lifestyle space rather than just another replica reshuffle. It's also further proof that the re-designded club logo has taken the branding of the club into more versatile spaces. Could this collection be rolled out with such sharp style if the old crest was being used? We'd argue that it couldn't. The minimalist cut of the J logo lends itself perfectly to stylised fashion.
The fact that Juve have pulled this off without the involvement of their partnered brand – adidas – only adds to the premium feel. So many clubs have tried to go their own way with self-branded collections but almost all of them are tarnished with tacky designs that sit in a low-quality replica market. This is different, this is a collection that streetwear connoisseurs PSG would be envious of. The collection includes denim jackets and jeans, tracksuits, hoodies and tees, all of which feature the J branding or the tag-line "Life is a matter of Black and White".
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 an added Miami styled shoot to showcase the collection further. Prices start from €49 for the tees and go up to €189 for the delicious J-branded turtleneck jumper.
The full Juventus Icon Collection is available at icon.juventus.com
