Creative Soccer Culture

adidas, Juventus & The Swedish Girls Collaborate At Milan Design Week

In a coming together of art, design and football, adidas, Juventus and the Swedish Girls have joined forces to celebrate the adidas Originals Essentials capsule collection in unique fashion during Milan Design Week 2024.

Back in November 2023, Juventus became the latest club to benefit from adidas’s foray into the archives when they received an Essentials vintage clothing collection. Now that collection becomes an integral part of a new collaboration between adidas, Juventus and the Swedish Girls, which arrives during Milan Design Week 2024 and hosted at the adidas Flagship store in Milan. Celebrating a creative union combining style, design and passion, the project, called the "Seats System" series, is a modular seating project conceived by the Swedish Girls, alias Mira Bergh and Josefin Zachrisson, a duo of Swedish designers based between Milan and Stockholm.

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While the the iconic 1970s tracksuit by adidas Originals is central in the collaboration, it also sees a take on the famous bench on which Juventus originated, back in 1897. And from 16 April, at the Flaghsip adidas store in Milan, the Swedish Girls’ work will be on display for the entire week, until Sunday 21 April, with four Juventus players in Andrea Cambiaso, Samuel Iling-Junior, Timothy Weah and Kenan Yildiz present at varying points throughout.

And just what is the Seats System, we hear you say? Glad you asked; it's a series of modular seats designed by Swedish Girls (never would've guessed that bit, would you) and the carefully calculated radii, profiles and angles result in a precise system produced by machines, but assembled and welded by hand. Thanks to the choice of durable materials and the focus on the social aspect, the Seats System can be adapted to any space: indoor and outdoor, public and private. So now you know.

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Daniel Jones

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