While working at the previous concept for the AC Milan streetwear hoodie, we’ve been exploring quite a few directions and one of them had a more futuristic approach. The designer in this case took inspiration from videogames like Mirror’s Edge and the upcoming Cyberpunk 2077 as she was asking herself: “How would an AC Milan fan dress like in Night City?”. The result of this brainstorming is a quick sketch that falls somewhere in between.
Branding is more abstract in this concept, where the rossonero stripes are fading into a red and black fading bi-colored top combined with tight joggers. White elements from the Away Kit have been included. This is something that die-hard fans might not be able to fully endorse though. An example of how tricky it is to play with tradition would be the 2019-20 football jersey of Juventus FC which have been criticized by some for abandoning the iconic striped design.
About this concept:
- Brand: Associazione Calcio Milan
- Source of inspiration: athleisure & videogames
- Designer: Andrea (Romania)
Could the future of athleisure for football teams go in this direction? We don’t know, but in the meantime we’d like to share this concept with you and definitely seek for your input. As always let us know what you think in the comments section down below, and don’t forget to rate this project.
How well do you feel this design represent AC Milan brand identity?
How good is this design at proposing something new in terms of style compared to what you currently see in shops?