AC Milan, the current Serie A champions, confirmed their new deal with streetwear and fashion brand Off-White in a video posted to their social media accounts today. The late Virgil Abloh founded the company, which is Milan’s “Style and Culture Curator,” a title we haven’t heard before for these types of off-pitch clothing deals. The announcement video certainly emphasizes culture, proclaiming support for a shared set of values.
Off-White, founded by the late Virgil Abloh, has become hugely popular on the streetwear scene in recent years, as well as a staple of many footballers’ wardrobes. Their Nike footwear collaborations also drew a lot of attention, and in 2018, they released a football collab with Nike, which included a ball, a pair of boots, and a jersey, among other items.
The partnership is described as “disruptive” by the club, and it is based on a commitment to positive change, with the slogan “Wear your heart on your sleeve” to encourage people to follow their principles, be fearless in expressing themselves, and stand up for what they believe in.
Off-White will supply off-field clothing to both the men’s and women’s teams, with the new gear making its debut tomorrow when Chelsea travels to London to play Chelsea in the Champions League. Off-White will also work on community projects and initiatives with Fondazione Milan, the club’s charity, in line with their statements of support and hope for a better world.
Because of Off-reputation White’s as an innovator, we suspected something different from this collaboration, and based on this mission statement, it appears that is exactly what we will get.