Alfa MiTo Inspired Jeans for... Genes

Italian carmaker Alfa Romeo and TV fashion expert Louise Roe have teamed up to challenge two young fashion designers into creating a line of jeans inspired from the Alfa MiTo model. The line of women’s jeans has also a charity purpose, as Jeans for the Genes organisation will profit from the sales.

“The fun and stylish Alfa MiTo features a unique DNS switch (that changes the way the car responds indifferent driving conditions) and that was the starting point for the whole new project. You see, DNA - it’s in your genes,” said the campaign’s website.

As we said, there have been two fashion designers working on the project. Therefore, London-based designers Bjork and McElligott who have already created outfits for a number of celebrities.

The Alfa MiTo inspired jeans feature leather waistband and Alfa Romeo red stitching, with embroidered rear pockets, one featuring the serpent from Alfa Romeo’s iconic badge on the right plus their own logo on the left pocket.

Sophie McElligott said that “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.”

“We created something that would appeal to the cool younger female market, just like the MiTo has,” said the other designer, Kattis Bjork.

The one-off series of limited edition skinny fit jeans will be priced at £75 a pair and will be sold through the Donna Ida chain.