Matchless London's models in the streets of Milan

As part of the celebration of its 120th anniversary, Matchless London showed its new collection in a coed formula with models on board electric scooters zipping through the streets of central Milan. The storied English brand of motorcycles presented a collection leveraging modular and functional garments, made mostly with eco-sustainable materials, which allow the wearer to rapidly adapt to various situations during the day, reflecting the smart mobility concept.

Presented almost exclusively in dark tones, the lineup included a refractive trenchcoat that shines only when illuminated; a range of modular coats with a zip system facilitating different possible lengths; a biker jacket that can become a night coat by adding fur accessories; a reversible cape made of waterproof waxed wool, and bags that can turn into backpacks.

“We have to adapt to the urban lifestyle, to street style, and we are sure that an initiative like this truly represents this,” Michele Malenotti, chief executive officer of Matchless London, said about the street show. “We started to think what Collier [Henry Herbert Collier, Matchless London´s founder] would do today, and I have no doubt that this would be exactly it.” The ceo also said the initiative is part of an even larger project, revealing that possibly soon Matchless London would launch its own line of scooters.

Matchless London coat  Courtesy

Like many of its peers, the company is increasingly seeking to enhance its sustainability proposition at all levels, from the use of materials such as leather “napa free,” bio-cotton, and natural waxes, to promoting a clean energy transport system. “We have signed agreements with After School All Stars, a foundation supported by former California Gov. Arnold Schwarzenegger, in order to work on various green projects,” Malenotti said. “Today we are at 60 percent and we want to reach 100 percent of eco-sustainability.”

Helbiz, the scooters company Matchless London reached out to, is today the only one in Italy that provides the electric units under the sharing and free-floating mode. The Matchless London units will remain available for rent trough the Helbiz app to citizens and visitors throughout Milan Fashion Week.