Missoni, one of Italy’s most respected fashion empires has humble beginnings as a small knitwear shop in Gallarate. The brand exists due to the partnership of Rosita and Ottavio, who fell in love and combined forces—Rosita with her manufacturing and business skills and Ottavio, an Olympic athlete with a passion for knitwear and an extraordinary eye for colour.
At the time, in 1953, knitting machines where set up to contruct only horizontal and vertical stitches, for the Missoni’s this simply did not suffice. The pair had them reconfigured to create modern alternatives, which was the birth of the infamous Missoni kaleidoscopic knitwear. The company quickly established an image around the world, with big names in fashion, such as Dianna Vreeland, recognising the artisanal approach and striking colour combinations it produced.
In 1998, Ottavio and Rosita’s daughter Angela Missoni was appointed as the companies’ design director, breathing new life to the brand by taking a modernised direction. Her fresh approach to marketing changed the companies’ image, representing the youthful, urban clientele. The success of Missoni’s rebranding over time led to a collaboration in April this year with one of the biggest global names in sport, Adidas.
The collaboration between the Italian fashion house and the sportswear giant was the birth of the knitted Ultraboost, now a well recognised cult favourite. Following the products’ huge success earlier this year, the adidas x MISSONI collaboration is back and have spoilt us with an even more extensive range, inclusive of a capsule collection of activewear.
The partnership redefines classic running garment silhouettes, interpreting sportswear in a contemporary way by bringing activewear to life with the use of Missoni’s iconic colours. The fractured stripes represent living matter that follows and frees movement, captured in their campaign with extravagant dance movements and bursts of moving colour.
The range of PulseBoost sneakers includes four bold colourways plus two striking black and white variants, featuring Missoni’s unmistakable weave technology. Adidas have applied their own technological innovation, by collaborating with Spotify to surprise and delight. Each pair, on the left tongue tab, feature the Adidas PulseBoost signature QR code. Simply scan the code with your mobile which will launch Spotify, you’ll then have access to an exclusive custom playlist based on where you are in the world.
Visit the MISSONI website to view the collection.