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
Priced at £75 a pair, the designer
jeans are expected to raise vital funds for Jeans for Genes.