Italian Sportswear Brand, Ellesse Takes Us on a Tour of Where All the Cool Kids Used to Kick It

Fashionable performance wear is considered a standard by present day, however rewind to just over 50 years ago and it was an idea hardly heard of. It was in this market gap which Ellesse saw the opportunity to make something different. Debuting with some of the first aesthetic ski suits in the ’50s, the brand built strong roots in the Italian fashion scene. With its success, the brand saw features in Vogue and later made moves into other sports like tennis, all while keeping aligned to a bougie fanbase.

Perhaps the brand’s peak in the mainstream was seen in ’80s Milan with an affinity amongst Paninaris – finessed, upper-class youth who always wore the best of the best, an equivalent to present-day hypebeasts. The Paninaro rode a motorcycle to school, had a carefree attitude, and casually sported brands like Armani, Stone Island and Moncler. With wealthier parents, these kids also had a lot of Ellesse in their wardrobes from ski trips. They were early experimenters with athleisure, styling their jackets down for off-slope wear. Paninaris aren’t around anymore, but Ellesse lives on in the revival of retro sportswear. In the brands latest lookbook, Ellesse pays tribute to its heritage taking us to all the places the cool kids used to kick it in Milan. Check it out in the photos below, and shop the styles online here.

Liceo San Carlo

Liceo San Carlo was the name of the Paninaris high school. Located near the core of Milan, it was the most popular choice for upper-class families to send their kids.

Duomo

The Duomo was the big cathedral in the city center. It also happened to be situated in a more upper-class area of Milan. Despite being a religious sanctuary, it was actually a popular hang out spot for the Paninaris after hours, being conveniently located between their high school and their homes.

Margy Burger

Margy Burger was another hot spot on the after school circuit, also because of its convenient location. Italian sandwich shops like these which served burgers were super popular during the ’80s, as Italy was seeing a huge influence of Americana culture. A lot of these restaurants eventually died out, but Margy Burger survived keeping the same menu and interior it had in its prime.

Piazza San Babila

Perhaps the most popular of the hang out spots, was Piaza San Babila, a spot not far from Duomo where kids could really relax. Italy had been undergoing political turmoil, and Milan became victim to terrorist attacks because of it. The Paninaro being young and well-off just wanted to hang and get with girls, so this served as a neutral spot to do so and escape the politics.

Piazza Vetra

After burgers, Piazza Vetra was another popular place to kick it. Here, the crew could easily park their motorcycles, and even hang out during rain storms.

Via Montenapoleone

Via Montenapoleone was the street that made the Paninaris what they were. It was the high-end designer district of Milan where you would find things like Moschino and Armani. Things have changed a bit since then, and the street is now home to brands like Louis Vuitton and Prada.