In a roaring tie-in, Italian streetwear brand Iuter is teaming with Engine, the producer of a niche gin spirit known for coming in cans that resemble those used for motor oil.
In sync with Iuter’s penchant for cross-pollination with different creatives and creative worlds, the pair has conscripted longtime collaborator Giorgio Di Salvo, the creative behind several hip streetwear brands and projects — including the Virgil Abloh-approved Vngrd famed for its octopus print — to develop the capsule collection, which comprises ready-to-wear and a customized Engine gin can bearing both brands’ logos on the signature blue and red background.
Drawing inspiration from motorsport of the ‘80s and ‘90s, the collection nods to the Japanese Bōsōzoku biker gangs, a post-World War II subculture. Campaign imagery and videos developed by No Text Company and titled “Highway Clowns — Fueling the Streets” depict a clown riding through Milan on a vintage Spiaggina car to reach a mysterious destination.
Washed black denim carpenter pants and a workwear jacket featuring manga-style patches, as well as logo-bearing T-shirts, baseball hats and socks, are part of the lineup, which is available on Engine’s and Iuter’s e-commerce platforms, as well as at the latter’s flagship in Milan. Prices range from 15 euros for socks to 219 euros for the denim jacket.
Established in 2002 by cofounders and passionate snowboarders Alberto Leoni and Andrea Torella, Iuter marked its 20th anniversary last year by debuting Euroiuter, a collection that included contributions, in the form of graphics and more, from creatives that have long been part of the Iuter crew.
The fall Euroiuter collection includes contributions, in the form of graphics and more, from creatives that have long been part of the Iuter crew.
Iuter has 150 stockists in Italy and about 25 to 30 abroad. It operates a flagship on Milan’s Corso di Porta Ticinese.