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She-Champion: Soccer is having a great time in fashion, and luxury house Loro Piana announced Friday that it has extended its partnership with Turin-based soccer team Juventus to outfit the women’s division through the 2022-23 season.
The brand, controlled by luxury juggernaut LVMH Moët Hennessy Louis Vuitton, struck a deal with the club last year to supply the men’s team with official away uniforms. By the way, both the brand and the club are located in the northern region of Italy, Piedmont.
As part of the extended partnership, the high-end cashmere knitwear maker will supply the women’s team uniforms for next season’s European Champions League, top-tier European clubs and institutional events. The brand is introducing more casual wear for male players.
Last year, Loro Piana created custom looks for the men’s team, including a long-sleeve cotton polo shirt matched with sartorial pants, a cotton shirt paired with a Superman wool cardigan, and a cashmere and silk jersey stripped blazer. He also created a custom suit for Serie A football club manager Massimiliano Allegri.
Although it’s common for football clubs to associate their off-field uniforms with high-end fashion brands, Juventus have made headlines in 2019 by upping the ante on on-field fashion.
In addition to Adidas’ three-step logo, the team also produced training uniforms and jerseys emblazoned with streetwear label Palace Skateboards, based in London. The German sportswear outfit has been a partner of Juventus since 2015.
A number of marquee designer brands are or have been associated with football clubs, including Tom Brown with FC Barcelona. Hugo Boss from AS Roma, FC Bayern, Real Madrid, Tottenham Hotspur and Paris Saint-Germain; Paul Smith with Manchester United; Diesel with AC Milan, and the Brooks brothers with Inter, among others.
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