Skateboard might not be considered as an ingenious piece, but it wields a different story when paired with the name of Emilio Pucci. With an assignment to create something innovative from the Italian brand’s archives, the students at Switzerland’s École cantonale d’art de Lausanne applied the context of Pucci into the sport item deeply rooted in youth subcultures, getting a refreshing combination as a result.
Has never been a subject for the fashion house before, the brand has decided to take these triumphed skateboards into production. These skateboards take the form of two shapes with seven prints with decks made out of carefully selected wood with Pucci’s signature colorful prints that are smooth and scratch resistant.
As the skateboard made available exclusively through Emilio Pucci online since October 12, the brand also released a short film with them through NOWNESS. Entitled ‘Orange Juice’, this short film directed by Edward Housden features two boys and a Pucci-clad girl escaping from the melancholy task of silently drinking orange juice by finding solace in cruising around – and what happens after the girl falls.