arena presents an extraordinary collaboration with the brand County of Milan, founded by the Argentinian designer Marcelo Burlon, in the form of a capsule collection for 2024.
The partnership is a bold step for the arena brand, known for its commitment to performance and venturing into new territory by combining technology and style in a contemporary lifestyle. The project is about the fusion of two different worlds: arena’s expertise in performance and the fashion aesthetic of County of Milan. The collaboration creates a unique collection that combines fashion, art and urban culture in an unprecedented combination. Bringing his distinctive signature and original vision to modern streetwear, designer Marcelo Burlon worked closely with the arena design team to create a collection that reflects the essence of both brands. The fusion of the distinctive arena and County of Milan logos 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 intended for young and contemporary urban cultures. This extraordinary synergy promises a new project in the lifestyle scene that transforms the concepts of performance and style into a single experience.
The collection will be a celebration of creativity, individuality and innovation, combining arena’s technical prowess with County of Milan’s artistic flair. “Our collaboration with County of Milan represents a unique fusion of technology and style and underlines our commitment to redefining the boundaries of contemporary fashion,” says Kamila Pilwein, Global Marketing Director of arena. “We are very pleased to present this exceptional collection to present the essence of performance and trendy aesthetics in the name of a sophisticated street style.
INSPIRED BY PERFORMANCE Designed to fit. This is our mantra that inspires our latest collections and pushes us to expand our horizons towards ever more significant views in the Lifestyle world. The collaboration with County of Milan allows us to take a further step in our commitment to transfer our know-how in the world of sports competition to areas of fashion where attention to detail is increasing and the search for original and high-performance garments can be observed.”
“We are excited about the opportunity to work with arena. Combining experience in sports and creativity for details allows us to create unique garments that set the pace of fashion. We combine our resources and expertise to continue to innovate and inspire fashion. This is the core of our collaboration. Working with arena was a pleasure and we are grateful for the opportunity to add our distinctive touch to their brand,“ says Guillem Gallego, SVP Brand & Marketing at New Guards Group. The capsule collection presents 4 models with the graphics and themes that identify the artist and play with the exclusive feather print that characterizes the County of Milan brand.
Two men’s swimsuits: a pair of board shorts and a pair of shorts made from 100% recycled polyester with an elastic waistband, branded stopper cord, inner mesh briefs and side pockets.
A white T-shirt with a playful feather appliqué on the front and a shirt that picks up on the coral tones of men’s swimwear as well as the all-over feather print creates an urban-chic summer look that won’t go unnoticed.
