2

arena ICONS presents the SS19 collection

Arena ICON SS19

The swimwear brand reveals its street side

If you thought that the arena was just a leader in the water wear sector, you’ll soon have to change your mind because the brand is ready to show its street side. It does so with the athleisure ICONS line, a new project with seventies roots, presented in preview during the second edition of the White Street Market in Milan.

The idea is simple and winning: reworking the brand’s heritage and in particular the first line of sportswear of 1973 giving life to a Spring Summer 2019.
The stylistic codes of the period, hybridized by the ’80s and’ 90s contaminations, are updated with the latest trends: the historic logo with the three lozenges stands out in contrast on the sideband in minimal version or is declined all over sating hunger logo-mania of the millennials; the triacetate acquires the status of a protagonist, comfortable, with a marked urban appeal, able to guarantee freedom of movement and expression. The shapes are fluid, the soft lines, the bright and bright colors include the iconic royal blue, a bright red and an unusual yellow.

The new wardrobe is inspired by sport, is faithful to the DNA of the arena, but has a new twist, a hyper-contemporary verve and able to dare with versatile key items such as, for example, the reversible long sleeve body designed to fit depending on the favorite look or the two new jumpsuit models, the first sleeveless and in soft stretch fabric, with a retro allure and the second one, a soft-fit boiler suit and long sleeves. The cargo pants, t-shirt and bomber jacket complete the offer. Looking at the collection comes back to mind the image of Horst Dassler, the founder of the arena that watching the performance in the pool of the athletes participating in the 1972 Olympics in Monaco has an idea that will prove successful: create a line of sportswear that accompanied the sports in every moment of the day, inside and outside the water. This is how the story of the arena begins, an adventure that continues today and pushes the brand leader in the water wear sector to reinvent itself constantly, transforming heritage and know-how into fundamental ingredients for contemporary fashion.