Impressively presented Alfa Romeo MiTo Jeans for charity
Slim-fit MiTo jeans come with Alfa Romeo red stitching and a leather waistband
Alfa Romeo is definitely trying to play to its strengths as a stylish Italian brand.
It now has a pair of jeans to compliment the MiTo model.
The project came about when Alfa Romeo teamed up with fashion expert Louise Roe to create a line of women's jeans based on the concept of the MiTo and its DNA button feature which allows drivers to choose from 3 different drive settings on the car - Dynamic, Normal and All Weather.
The contract then went to Bjork and McElligott, a London fashion house, who designed a pair of jeans with Alfa Romeo red-thread stitching and a waistband made out of top quality leather. The jeans also feature embroidering on the rear pockets. The serpent of the Alfa brand's badge stitched onto the right pocket with the fashion house's own emblem on the left.
The slim-fit jeans are available for purchase at www.mitojeans.co.uk. They cost £75 per pair (85 euros) with all proceeds going to Jeans for Genes, a charity for children with genetic disorders.
Source: Alfa Romeo
Press Release (Click to expand)
ALFA MITO DNA IS IN YOUR JEANS
UNIQUE FASHION PROJECT CELEBRATES ALFA ROMEO'S GENEALOGY AND RAISES FUNDS
Conceived to celebrate the unique genealogy passed from the breathtaking Alfa 8C Competizione supercar to the head-turning Alfa MiTo, the Italian sporting car manufacturer, Alfa Romeo, paired up with TV's fashion expert, Louise Roe, to challenge two up-and-coming fashion designers to create a line of women's jeans that would be as cool and desirable as the Alfa MiTo and, and at the same time, raise money for charity.
The result is a one-off series of limited edition skinny fit jeans - available via www.mitojeans.co.uk - that echo the genealogy concept by deconstructing first generation jeans to create new, high fashion jeans complete with a high quality leather waistband and Alfa Romeo red stitching.
London-based fashion designers Bjork and McElligott, who have already created outfits for a number of celebrities, also introduced other distinct and attractive styling touches including embroidered rear pockets - one featuring the serpent from Alfa Romeo's iconic badge on the right plus their own logo on the left pocket - to create recognisable and distinct jeans.
Significantly most Alfa MiTos feature a DNA button that alters the responsiveness of the accelerator, brakes and traction to suit different driving conditions - Dynamic, Normal and All Weather.
Sophie McElligott said: "The DNA button gave us an extra framework to operate within. The Alfa MiTo's parentage from the Alfa 8C and the concept that DNA is in your genes made the project's beneficiary an easy choice."
The designers chose the charity Jeans for Genes to profit from the sale of the high class jeans and found two boutique retail outlets in London through the charity's patron, Donna Ida.
Priced at £75 a pair, the designer jeans are expected to raise vital funds for Jeans for Genes.
For more information on the project along with details of the Donna Ida retail outlets visit www.mitojeans.co.uk
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Captain Scarlett
September 2, 2009 7:22 PM
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