TWENTY YEARS OF IUTER IN MILAN

Count your age by friends, not years. IUTER celebrates 20 years with its double-decade community.

IUTER celebrates 20 years with a campaign starring 20 symbolic characters from the brand’s past, present and future.

Not only does the campaign include the FW22 “EUROIUTER” collection but also the Double Decade capsule, which pays tribute to the very beginnings of the collective and will be available on November 5 from selected loyal retailers as well as the IUTER Store and online at iuter.com.

Double Decade

2002-2022: an ode to the history of IUTER. The “Double Decade” capsule combines original graphics and garments from 2002 with the high material and production quality achieved over two decades of experience. The collection includes leather and down outerwear, t-shirts, trousers and a trucker cap.

IUTER brings back its first ever logo (designed on Paint in 2001) along with other iconic elements from the era that perfectly reflect the founding spirit of the brand, such as the “Training kills riders. Go Party!” t-shirt, which perfectly sums up the philosophy of the IUTER crew.
The collection also features the Multilogo pattern, which was IUTER’s first ever experiment with monograms, on a series of puffer jackets in nylon with a jacquard weave and a total denim workwear look made up of work jacket and work pants.
Another 100% faithful re-release for the iconic piece from those first seasons, the Balaclava Hoodie with removable balaclava.

EUROIUTER

The EUROIUTER collection celebrates the first two decades of the brand and the aesthetics of the early Noughties. It was back in 2002 that the Euro sign began to replace the Lira on invoices. It was back in 2002 that the IUTER crew became a brand. Our vaguely American-inspired approach meant being inclusive, bringing snowboarders, breakers and skaters together under one logo, with everything documented by the ever-present videomakers and photographers of the time. From Milan to the Alps and then on to countless snowboard competitions around the world, the crew became a clan and its followers continued to grow in number. Aside from the competitions, naturally, the other perfect opportunity to get together were the parties – as anyone who was there can tell you.

Photography: Piotr Niepsuj, styling: Anna Carraro.