US – Textile experts and designers from the Woolmark Company and Prada have come together to co-create new technical uniforms for the Luna Rossa Prada Pirelli sailing team, to be unveiled during the 37th America’s Cup next August.
With a strong focus on technical performance, the sailing team’s updated kit contains gear for cycling, running and strength training. The team uniforms include Merino wool-rich T-shirts, hoodies, shorts, leggings, a cycling suit, a waterproof jacket, and an ultralight windbreaker specifically designed to enhance performance and to meet the demanding conditions of offshore activities. Combining Prada’s apparel design prowess with Woolmark’s fabric expertise, the collaboration aims to help the elite sailing team enhance their performance in style. For the collection, a bespoke Merino wool-rich textile was used, entirely natural, highly versatile, and breathable to enhance temperature and moisture regulation.
The luxury and sports sectors are increasingly intertwined, and this collaboration bringing together experts to push athletic performance forward with added chic benefits is sure to attract the attention of Sportive Affluents.
Strategic opportunity
Activations which draw on luxury’s and sports’ shared values and ideals of excellence are sure to speak to affluent sports enthusiasts, and reinforce a luxury brand’s image of cultural and social compass
