Reintroducing the
ellesse penguin Mid December 2015
A different kind of ellesse is about to slide into UK stores in December.
The penguin branding was used for the first time in 1967* when ellesse launched its revolutionary Jet Ski pant. Initially the penguin was just printed on the hangtag, but brand founder Leonardo Servadio decided to stitch a rubber penguin on the thigh area to great aesthetic effect and acclaim.
In 1969 ellesse sponsored the famous Italian ski team nicknamed "the Italian Avalanche" . Greats like Gustav Thoeni and Erwin Stricker were proud to wear the ellesse penguin on their skiwear.
Servadio also kept two real penguins, named Giorgino and Ettore, as pets and took them to watch the Italian team compete.
Six years later, ellesse launched the famous "semi palla" branding that merged ski and tennis in one logo, so the penguin was no longer utilised as the label’s main branding again. Until now…
In December 2015 the ellesse penguin returns on an eclectic winter range that’s distinctively ellesse with a heritage alpine twist.
Created using yarn from an Italian mill in Palermo, the GIORGINO hoodie, the long-sleeved ETTORE, the AVALANCHE polo and THOENI zip-up – among others – are all rooted in the unique history of the brand and usher back in one of sports branding’s first and most likeable characters from the cold.
And frankly, it’s nice to have him back.
A maximum of 150 pieces for each design will be offered for sale.
*Before Ellesse, only Lacoste and Levi's had used an external logo on their garments.
Stockist - 80's Casuals, No6 Store (tbc), Ellesse Japan (Goldwyn)
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