AC Milan and PUMA have teamed up with KOCHÉ to create a celebration of sport, heritage and Couture know-how: an upcycled capsule collection made of unused football jerseys completely reworked in limited edition.
The collection will be officially unveiled during the Paris Fashion Week and will be available for purchase on www.koche.fr from 28 February.
PARIS meets MILAN: two modern global cities and two capitals of fashion and style, whose identity is enshrined in AC Milan's and KOCHÉ's DNA. The fusion of these two different identities is noticeable in this new collection, which mixes KOCHÉ's distinctive and ambitious design with AC Milan's heritage and innovative nature and with PUMA's sportswear expertise, thus creating a unique blend of styles and values.
KOCHÉ Founder and Creative Director, Christelle Kocher, chose her favorite unused AC Milan PUMA jerseys and mixed them with KOCHÉ's upcycled fabrics and prints from former seasons. The concept is to redesign, cut, sew and embellish the garment that becomes a luxury KOCHÉ piece with the perfect athleisure touch of AC Milan by PUMA.
Christelle Kocher commented: "Upcycling is a new way to re-imagine fashion and respect the environment. It was exciting for me to create this limited edition KOCHÉ capsule with the help of PUMA and AC Milan, while considering our impact on the Earth."
AC Milan Chief Revenue Officer, Casper Stylsvig, added: "We could not be more excited for this incredible collaboration with Christelle Kocher and PUMA, inspired by common values such as sustainability, inclusion, creativity and progressiveness. This collaboration shows the versatility of the AC Milan brand and its ability to comfortably move outside of football and make an impact in other areas such as fashion and lifestyle. Moving beyond football is a fantastic and effective way for us to prove our brand's worth whilst attracting new fans, and doing it with a brand such as KOCHÉ, with whom we share many key values, makes us even more proud."
Heiko Desens, PUMA Global Creative Director & Innovation, said: "It is exciting to see this partnership come to life between AC MILAN, one of the most cultural relevant Football Club, KOCHÉ, an up-and-coming fashion brand from Paris, and PUMA. We are setting a new standard in fashion and sport with this luxurious upcycling project. The Iconic ACM color-way, in combination with those sports and streetwear icons, are shaping this beautiful and unexpected RE/KOCHÉ look. Definitely on the list of my favorite styling items for this summer."
Since its launch, KOCHÉ fights for values of openness in fashion: diversity and inclusivity of genders, body shapes and origins. Values that are fully shared by AC Milan, which has in equity, diversity and inclusion the very cornerstones of the Club's purpose and long-term vision.
Ahead of the official unveiling in Paris, AC Milan players and PUMA Ambassadors Tiémoué Bakayoko and Laura Fusetti had the opportunity to be a part of the campaign of this collection.
Bakayoko commented on the unique design created by KOCHÉ: "This is a very cool collection. I love how they were able to mix the iconic red and black of the AC Milan jersey with bold elements of fashion and overall I think the mix works perfectly."
AC Milan Women player, Laura Fusetti, added: "This is how you turn a football kit into a trendy outfit! The collection looks great and I love the sustainable aspect of it, with these items being made of upcycled fabrics."