arena presents an extraordinary collaboration for 2024, creating a capsule collection together with the County of Milan brand, founded by Argentinean designer Marcelo Burlon.
The partnership marks a bold step for arena, known for its dedication to performance, as it ventures into new territory by fusing technology and style in a contemporary lifestyle.
The project revolves around the fusion of two distinct worlds: arena's expertise in performance and the fashionable aesthetics of County of Milan. The collaboration gives life to a unique collection that combines fashion, art, and urban culture in an unprecedented union.
Designer Marcelo Burlon, who brings his recognizable signature and original vision for the most contemporary street fashion, worked closely with the arena design team to create a collection that reflects the essence of both brands.
The fusion of the distinctive logos of arena and County of Milan is creatively applied to the products, creating an original and distinctive brand identity. The feather, an iconic symbol of the brand, is reinterpreted in a modern key for garments that are destined for young and contemporary urban tribes.
This extraordinary synergy promises to express a new project in the lifestyle scene, transforming the concepts of performance and style into a single experience. The collection will be a celebration of creativity, individuality, and innovation, combining the technical skills of arena with the artistic flair of County of Milan.
“Our collaboration with County of Milan represents a unique fusion of technology and style, underlining our commitment to redefining the boundaries of contemporary fashion,” says Kamila Pilwein, Global Marketing director of arena. "We are thrilled to present this extraordinary collection that embodies the essence of performance and trendy aesthetics, in the name of a refined street style. INSPIRED BY PERFORMANCE. Designed to fit. This is our mantra that inspires our latest collections and that leads us to broaden our horizons towards increasingly significant views in the lifestyle world. The collaboration with County of Milan allows us to take a further step forward in our commitment to transmit our know-how in the world of sports competition in areas related to fashion, where it is increasingly possible to notice an attention to detail and a search for original and high-performance garments".
“We are happy to have had the opportunity to collaborate with arena. Fusing experience in sport and creativity for details is something that allows us to create unique garments that set the pace of fashion. Mixing our resources and expertise to continue to innovate and inspire fashion. This is the gist of our collaboration. Working with arena has been a pleasure and we are grateful for the opportunity to contribute our distinctive touch to their brand” – says Guillem Gallego, SVP Brand & Marketing of New Guards Group.
About arena: Since 1973 arena has revolutionized the world of water sports through intense collaboration with world-class athletes and the development of cutting-edge competition swimsuits. Today, this spirit of collaboration and innovation lives on through the continuous development of advanced materials and Italian design that improves the performance, style and expression of all those who choose arena. From racing in the swimming lanes to living in style, arena is dedicated to providing all swimmers with the tools they need to express themselves, feel confident, win and achieve more.
About County of Milan: County of Milan is a blend of fashion, music, nightlife, extreme beauty and total aesthetic freedom in the form of a clothing brand with Marcelo Burlon as its originator. The endeavor started with a bunch of t-shirts in 2012, but a complete collection quickly ensued and became a social and commercial phenomenon. It was the inclusive message that got the fire started: County of Milan is all about embracing and celebrating diversity, as the brand’s highly spectacular, intensely emotional shows testify. In embracing a fast-paced cosmopolitan vibe, County of Milan has been at the forefront of the entire glorified streetwear phenomenon.”
About County of Milan: County of Milan is a blend of fashion, music, nightlife, extreme beauty and total aesthetic freedom in the form of a clothing brand with Marcelo Burlon as its originator. The endeavor started with a bunch of t-shirts in 2012, but a complete collection quickly ensued and became a social and commercial phenomenon. It was the inclusive message that got the fire started: County of Milan is all about embracing and celebrating diversity, as the brand’s highly spectacular, intensely emotional shows testify. In embracing a fast-paced cosmopolitan vibe, County of Milan has been at the forefront of the entire glorified streetwear phenomenon.”
