Brioni Makes Its Soccer Debut with Como 1907 Partnership — A Historic Moment for Italian Luxury and Football Culture

By Pierre Giovanni

In a move that blends the refinement of Italian sartorial craftsmanship with the passion of the world’s most-watched sport, Brioni has announced its official partnership with Como 1907, marking the Roman tailoring house’s first-ever foray into the world of professional soccer. For a brand synonymous with hand-finished luxury, quiet power, and timeless sophistication, this collaboration is more than just a sponsorship — it’s a cultural shift that underscores the evolving relationship between high fashion and sports.

Como 1907, the historic Lombardy-based football club currently competing in Serie B, has undergone its own revival in recent years, fueled by new ownership and a global vision for the team’s identity. Aligning with Brioni positions the club not just as an athletic powerhouse but as a lifestyle brand, redefining how football is consumed and celebrated.

Starting with the 2025–26 season, Como 1907 players will wear exclusive Brioni creations for all off-field appearances. The debut collection features a double-breasted navy suit crafted from Solaro fabric, paired with Brioni’s signature Trama polo shirt in matching navy cotton. The ensemble embodies the kind of understated elegance that made Brioni legendary in Roman tailoring circles — a refined balance between modern athletic energy and the maison’s heritage of artisanal precision.

For Brioni, this partnership represents an intentional step into a younger, more dynamic arena without sacrificing its DNA of luxury tailoring. The collaboration celebrates the maison’s meticulous attention to detail, offering players a wardrobe that’s equally at home on the streets of Milan as it is under the stadium lights. Expect hand-stitched shirting, lightweight wool suits, and relaxed yet elevated silhouettes designed to complement the athletes’ physiques while carrying the prestige of one of Italy’s most storied maisons.

This move also reflects a broader trend where fashion houses are embedding themselves into sports culture. In recent years, we’ve seen Gucci’s ongoing partnership with the Los Angeles Lakers, Dior’s collaboration with Paris Saint-Germain, and Thom Browne’s designs for FC Barcelona. Brioni’s entrance into the space, however, carries its own unique weight: the maison’s reputation for crafting suits that have dressed Hollywood icons, world leaders, and business titans makes its appearance on the pitch deeply symbolic of luxury’s embrace of cultural accessibility.

“Football isn’t just a sport in Italy — it’s a lifestyle, a language, and an identity,” says Brioni’s CEO in a statement. “Through our partnership with Como 1907, we’re celebrating our shared heritage while opening the doors of Roman tailoring to a new generation.”

Beyond the aesthetics, this collaboration signals Brioni’s strategic pivot in an increasingly competitive luxury landscape. As younger consumers demand brands that feel authentic, relevant, and culturally attuned, connecting with a beloved Italian football club brings Brioni into conversations beyond the runway. It’s less about chasing trends and more about positioning Brioni at the intersection of heritage and modernity.

For Como 1907, the partnership underscores the club’s transformation into a global luxury sports brand. With Brioni’s precision tailoring gracing pre-match arrivals and media appearances, the team presents itself not just as athletes but as cultural ambassadors, embodying the idea that performance and style can coexist seamlessly.

In a world where the lines between fashion, lifestyle, and sports continue to blur, Brioni’s debut on the pitch is both timely and inevitable. The house’s artistry now extends beyond boardrooms and red carpets, proving that Italian craftsmanship can thrive anywhere — even under stadium lights.