Pre-game formal attire in the football world has become a lucrative game. Like cars or watches or video games or instant noodles, executives have noticed the commercial opportunity and set about cutting deals with luxury brands. Some look good, and others, well... I'll leave this Manchester City x Dsquared2 image here.

When choosing an official tailoring partner, there are a number of things to consider. Do they share the same values? And how in step is their aesthetic with the overall club image? Trust Juventus, Italy's trophy-laden Old Lady, to team up with Loro Piana, Italy's fabric doyens known for its materials that are softer than smoke. Those who haven't tried on a $42,000 coat made of Peruvian vicuña — a fur worth more than gold and once so rare it was against the law for anyone but royalty to wear it — have not had the full fashion experience.

The Loro Piana design team has prepared two outfits: One for the blistering Turin summer, and another suited to fall and winter. When Serie A gets back underway this weekend, Cristiano Ronaldo, Federico Chiesa, Giorgio Chiellini, and co. will exit the team bus wearing a long-sleeved kummel polo shirt and classic fit cotton trousers. When the mercury drops come October, they'll instead wear the label's iconic André shirt underneath a cardigan and Sweater Jacket.

The boss, meanwhile, will look just as crisp. Returning coach Massimiliano Allegri has been prepared a bespoke Pier Luigi suit crafted from Tasmania wool cloth.

Loro Piana / Juventus

These are interesting times at the former family-run business Loro Piana, which was acquired by LVMH eight years ago in a deal seen as sacrilege by some purists. Even if the name is usually associated with the kind of uber-luxury that's unattainable to many, there is definitely an appetite for it among younger folk in the know — see how the thinking man's fuccboi tends to immediately gravitate towards their collaborative coats in the annual fall Supreme drop. Likewise, the cult followings of brands such as The Row, not to mention the recent strong performance of Bruno Cuccinelli, is also a sign that understated quality garb has a reach beyond wealthy Swiss account managers.

Given its lofty status, Juve could have had its pick of manufactures across the country. Loro Piana is the right fit. The pair don't only share the same Piedmont backstory, but are unrelenting in the pursuit of excellence, be it winning on the field or uncovering world-class wool. Wave arrivederci to tracksuits forever.

We Recommend
  • miu-miu
    2023's Defining Fashion Pieces, From Ballet Flats to Bayonetta Glasses
    • Style
  • Kapital
    Quilted Coats to Warm up the Season
    • Style
    • sponsored
  • Stone Island Thermo-Sensitive Jacket
    An All-Out Guide to Holiday Gifting
    • Style
    • sponsored
  • loro-piana
    Loro Piana’s Signature Yarns Are Winter Weather Luxury
    • Culture
  • Ryder Cup 2023
    Ryder Cup 2023—Loro Piana Style
    • Style
    • sponsored
  • Image on Highsnobiety
What To Read Next
  • clot adidas collab interview
    European Vacays & André 3000 Inspired CLOT's adidas Collab
    • Style
  • OTW by Vans x Sterling Ruby collaboration.
    OTW by Vans' First Collab Is Loud Luxury
    • Sneakers
  • Salomon SS24.
    Salomon's Clothing Is Just as Good as Its Sneakers
    • Style
  • andre-3000
    You Can’t Just Read Our André 3000 Cover Story, You Can Shop It Too
    • Culture
  • andre-3000
    André 3000's Workwear Brand Has Been a Long Time Coming
    • Style
  • adidas YEEZY Slides, YEEZY Foam Runners & YEEZY BOOST 500 sneakers in adidas' March 2024 restock
    adidas YEEZY's February 2024 Drop: Everything to Know
    • Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.