The Serie A giants, Juventus, are a club who have undergone a huge modern rebrand in recent years and perhaps this is epitomised most with their most recent release.
The Icon Collection is being billed as a streetwear release from the Turin club, involving Juve-branded pieces across tracksuits, denim and some eye-catching turtle neck jumpers. Without even working alongside their kit manufacturers, adidas on this collection, Juventus have created something really special here with fine details like their new but iconic ‘J’ logo being stitched into several of these fashion and lifestyle garments.
With Douglas Costa and Emre Can among the models, the lookbook shows the diversity of the range. From understated pieces like that black turtle neck to more vibrant ones like the same-fitting jumper with an all over pattern, this is a well-thought out and brilliantly executed release from The Old Lady. Life is a Matter of Black and White is used as a tagline on a number of pieces, notably appearing as a back text on the denim jackets.
So many clubs over the years have had a go at releasing a full fashion line but few have carried it off as well as the classy Serie A club. Expect these pieces to be a hit inside and outside of the world of football.