ATHLOVERS @ POLVERIERA
The Pitti Uomo project, produced in cooperation with REDA, dedicated to the new dimension in sport living, is making its debut at Pitti Uomo no.93
Not only active. Not merely lifestyle, but the best selection of brands to represent the new dimension in modern living. At the Fortezza da Basso, Pitti Uomo will be presenting Athlovers, the new special project featuring the birth of athletic-minded collections. Produced in cooperation with REDA - the historic textile firm from Biella that is also making its Pitti Immagine Uomo debut - it will showcase collections presenting their innovative concept of athleisure. Each one will make one special garment using fabrics from the REDA Active line. ATHLOVERS is staged by Pitti Immagine and E:NOI Consulting; setting by STORAGEMILANO.
The brands at ATHLOVERS are: 42.54, AEANCE, DYNE, GR1PS and ISAORA.
“With Athlovers we are launching a project with high innovative content and one that is totally new on the fashion fair scenario”, says Agostino Poletto, general manager of Pitti Immagine. “We conceived of it thinking of the most fashion-forward e-shops and concept stores. It is a real co-lab dedicated to athleisure, one of the fastest growing market segments today and with great growth forecasts for the future. Athlovers will generate an interesting link among five, international premium active wear collections and an outstanding partner, Reda, combining technical know-how and advanced design research. And this cooperation will give rise to an ideal capsule collection that will make its exclusive debut during the fair”.
"For us at Reda it is a privilege to be part of this project”, says Ercole Botto Poala, CEO of REDA. “We are convinced that the physical and emotional experiences generated by the interaction between our company and the participating brands will fascinate all the visitors. Initially developed for sports, the fabrics in our Active line are the perfect link between athlovers and high tech, and they highlight the marvelous possibilities that wool offers people and their passions. Behind it all, there is precise design research that reflects the manufacturing skills, quality and sustainability of a wool mill that has been dedicated to every aspect of production for over 150 years."
Here are the 5 featured brands:
42.54 (Belgium)_ Rebellious and fashion forward are the words that best define the athleisure collection by 42.54 the brand founded Olivia Borleé & Élodie Ouédraogo, gold medal winning Olympic athletes and friends. Their made-in-Belgium wardrobe is designed for all-day wear.
Aeance (Germany) _ Clean and minimal lines are the identifying features a men’s and women’s collection – the second one of the brand - of this 19-item, where technically innovative materials make for comfort and a positive attitude. A true story of style and performance.
Dyne (U.S.A.) _ Fashion meets Technology: this is the mantra that Christopher Bevans, the Portland (Oregon) based who has worked with big names like Nike, chanted when he founded his brand and projected it into a world of ultra-contemporary dynamism.
Gr1ps (Italy) _ The discipline of the Brazilian Jiu Jitsu, its values and its iconography are its background. This Italian brand was started up with an ambitious goal: to revolutionize the world of combat sport clothing, and an equally ambitious slogan "Innovative Apparel for Functional Training".
Isaora (U.S.A.) _ Isaora was founded in New York City in 2008 to respond to the myriad needs of dynamic city life around the world. Style and performance join hands in the brand’s "performance clothing for urban life".