Italian automotive icon Alfa Romeo has unexpectedly ventured into fashion territory, launching an exclusive athleisure collection that's turning heads both on and off the track. The limited-edition range, developed in partnership with London-based fashion designers AGRO Studio, sees all profits directed toward homelessness charity Crisis.
From Milan to Gym: Design Meets Performance
The collection marks a significant departure from Alfa Romeo's traditional automotive offerings, featuring contemporary gym wear that includes a skort, sports bra, compression top, hoodie, running shorts, and leggings. Each piece draws direct inspiration from the brand's new Junior Veloce vehicle, incorporating design elements that celebrate Alfa Romeo's rich heritage.
The designs cleverly reference the iconic 'scudetto' front grille and distinctive 'Coda Tronca' rear lights that have become synonymous with the brand's automotive identity. Additional pieces include a cropped bomber jacket and trench coat, both lined with a detailed map of Milan - the Italian fashion capital where Alfa Romeo was originally established in 1910.
Every item in the collection features the brand's recognisable Biscione emblem and is accented with touches of Alfa Romeo's signature red shade, creating a cohesive visual identity that bridges automotive and fashion design.
Research Reveals Britain's Athleisure Obsession
The launch coincides with revealing research that shows one in six British adults now wear sportswear on a daily basis, even when they have no intention of exercising. A comprehensive survey of 2,000 adults uncovered that 16% have more athletic clothing in their wardrobes than any other type of garment, with many prioritising investment in athleisure attire above other fashion categories.
Jules Tilstone, Managing Director of Alfa Romeo UK, explained the thinking behind the collection: "Sportswear is so versatile, it's no wonder we love it, even when we're not exercising. Fashion and style are at the heart of Alfa Romeo - we were born out of the Italian capital of fashion, Milan, in 1910. Junior and this collection really encapsulate everything we are – style and performance."
The research, conducted through OnePoll.com, revealed several intriguing trends in British fashion habits. 18% of respondents admitted to wearing athleisure wear on Christmas Day, while more than one in twenty have chosen sportswear for a first date. Comfort emerged as the primary consideration for 82% of athleisure shoppers, with only 24% prioritising flattering fits.
London Meets Milan in Design Collaboration
The partnership between Alfa Romeo and AGRO Studio represents a meeting of Italian design heritage and London craftsmanship. George Oxby and Angus Cockram, co-founders of AGRO Studio, detailed their creative process: "Our approach for the Alfa Romeo capsule focused on connecting AGRO's craft-led methodology with Alfa's design legacy."
"We examined the car's lines, materials, and interior detailing, translating those automotive elements into functional sportswear with a refined edge," they continued. The collection draws from Milan's design culture but is manufactured in London, combining precision engineering with urban attitude in a way that reflects both brands' commitment to quality.
The designers emphasised that the pieces are "technical, modern, and built with the same attention to form and finish as the car itself," creating a seamless bridge between automotive excellence and fashion innovation.
The collection is available now through Alfa Romeo's online store, offering fans and fashion enthusiasts the opportunity to own a piece of this unique collaboration while supporting Crisis in their vital work addressing homelessness across the UK.
