Juventus presents its first urban fashion collection

Bringing the colors, symbols or shield of the club to all sides, is one of the philosophies of the fans since the beginning of football but in recent years, that culture had to reinvent itself. With the aim of forming a new business unit, Juventus presents its first urban fashion collection called "Icon Collection". Produced and designed entirely by the club aims to "redefine the way you live your passion every day. Going beyond sport. And becoming a symbol of a unique style. " The designers of the collection have been inspired by the decade of the 90s, influenced by the cultural ties between football and fashion, with unique and exclusive designs.

Douglas Costas, Emre Can and Federico Bernardeschi were the players chosen to dress the different models in a photo shoot in Miami, a city street fashion icon. Social networks echoed that launch and the players have had a great impact. From sweaters, retro jackets, joggings, jackets and t-shirts with the new club crest are some of the products of the new collection that is exclusively available at Allianz Stadium MegaStore and in the online store icon.juventus.com.