In February 2024, AC Milan unveiled a groundbreaking collaboration with Los Angeles-based streetwear brand PLEASURES and global sportswear giant PUMA, introducing a fourth kit that seamlessly blends the rich heritage of Milanese gothic architecture with the edgy aesthetics of punk, metal, and grunge. This partnership not only signifies a fusion of football and fashion but also marks a significant moment in the club’s history, showcasing innovation and cultural synergy.
A Fusion of Cultures: The AC Milan x PLEASURES Collaboration
The “Out of the Shadows” campaign encapsulates the essence of this collaboration, presenting two distinct jerseys symbolizing the transition from dusk to dawn. The black kit represents the serene dusk, while the pristine white kit embodies the awakening dawn, reflecting the ever-evolving Milanese lifestyle. Both kits feature reflective logos, a first in AC Milan’s history, adding a modern twist to the traditional design.
The jerseys were officially unveiled during an exclusive event in Milan, in collaboration with Slam Jam, and simultaneously revealed in Los Angeles through guerrilla postings, emphasizing the global nature of this partnership.
Technological Innovation Meets Sustainability
Beyond aesthetics, the kits are engineered with PUMA’s ULTRAWEAVE fabric and dryCELL technology, ensuring optimal performance by reducing weight and friction while wicking moisture away from the body. Moreover, the jerseys are crafted with at least 70% recycled materials, aligning with the growing demand for environmentally responsible sports apparel.
On-Field Debut and Player Endorsements
The black version of the kit made its debut during the home match against Napoli on February 11, 2024, while the white version was showcased in the away game against Monza on February 18, 2024. This marked the first time in the club’s history that two distinct iterations of a kit were used in separate games.
AC Milan striker Olivier Giroud expressed his enthusiasm, stating, “I am excited to be wearing this great looking kit on the pitch. It is unlike anything I have seen before… This shows the creativity and innovation of PUMA, AC Milan, and PLEASURES.
Global Impact and Reception
The collaboration has garnered significant attention, with the AC Milan fourth kit becoming the club’s top-selling jersey of all time. The fusion of streetwear and football has resonated with fans worldwide, bridging the gap between sports and fashion.
FAQs
Q1: What inspired the AC Milan x PLEASURES collaboration?
A1: The collaboration was inspired by the fusion of Milan’s gothic architecture and the punk, metal, and grunge influences of LA-based streetwear brand PLEASURES, symbolizing the transition from dusk to dawn in Milanese culture.
Q2: What are the key features of the new kits?
A2: The kits feature reflective logos, ULTRAWEAVE fabric for reduced weight and friction, dryCELL technology for moisture management, and are made with at least 70% recycled materials.
Q3: When were the kits officially unveiled?
A3: The kits were unveiled on February 8, 2024, during an exclusive event in Milan and simultaneously revealed in Los Angeles through guerrilla postings.
Q4: How were the kits used in matches?
A4: The black kit was worn during the home match against Napoli on February 11, 2024, and the white kit was used in the away game against Monza on February 18, 2024.
Q5: Where can fans purchase the AC Milan x PLEASURES kits?
A5: The kits are available at PUMA stores, on PUMA.com, and in all AC Milan Official Stores, including store.milan.com.
The AC Milan x PLEASURES collaboration stands as a testament to the seamless integration of fashion and football, offering fans a unique blend of cultural heritage and modern design. This partnership not only celebrates the rich history of AC Milan but also paves the way for future innovations in sports apparel.
