emilio pucci decks out skateboard series with italian motifs
images courtesy of emilio pucci 

 

 

 

emilio pucci debuts its first ever skateboard collection, decking out seven cruisers in geometric patterns and a kaleidoscope of prints. alongside the debut, the italian fashion house teamed up with global video channel nowness to create a short film titled ‘rolling with emilio pucci. the edward housden-directed video sees model martha-rose redding grind and glide through a picturesque landscape, challenging a group of teen boys on her color-popping pucci board.

emilio pucci skateboards nowness-ecal
the series of patterns are brimming with motifs of italian culture

 

 

 

the skateboards are the result of a creative collaboration with students from swiss art and design university ECAL, who, immersed in emilio pucci’s print archives, were challenged to reinterpret the brand’s aesthetic in novel ways. one of the winning ideas by clémence chatel was ‘dolce vita’, a series of patterns brimming with motifs of italian culture like pasta shapes and ice cream cones.

emilio pucci skateboards nowness-ecal
the skateboards are available in seven prints across two different styles.

 

 

 

produced in limited edition, the skateboards are available in seven prints across two different styles. the ‘street’ shape is available in the ‘dolce vita aldente’ print and ‘dolce vita limoni’, the latter in both turquoise and pink color variations. the second model is the small, practical, lightweight  ‘old-school cruiser’ shape, available in ‘dolce vita gelato’, ‘dolce vita scacchi’, ‘dolce vita diamanti’ and a purple variation of the ‘dolce vita limoni’ print. both styles are made from specially selected hardwood, printed with a technique that guarantees optimum photo quality, scratch resistance, durability and surface smoothness.

 

read more about the collaboration and see the short film dedicated to the pucci skateboard project on nowness here.

emilio pucci skateboards nowness-ecal
‘dolce vita aldente’ is complete with colorful pasta shapes

emilio pucci skateboards nowness-ecal
‘dolce vita scacchi’: chess pieces create a kaledescopic pattern

emilio pucci skateboards nowness-ecal
‘dolce vita gelato’ in pink and orange

emilio pucci skateboards nowness-ecal
‘dolce vita limoni’ sees a printed array of lemons and seashells

emilio pucci skateboards nowness-ecal
‘dolce vita limoni’ in turquoise

emilio pucci skateboards nowness-ecal
‘dolce vita limoni’ available in pink and yellow

emilio pucci skateboards nowness-ecal
‘dolce vita diamanti’ is complete with high heels and diamonds

emilio pucci skateboards nowness-ecal
detail of the pasta shapes colorized for the skateboard deck series

emilio pucci skateboards nowness-ecal
the ‘street’ shape is available in the ‘dolce vita limoni’ print in turquoise

emilio pucci skateboards nowness-ecal
black and white chess pieces create an intricate maze of motifs

emilio pucci skateboards nowness-ecal
the styles are made from specially selected hardwood, and printed to guarantee optimum photo quality

emilio pucci skateboards nowness-ecal
purple lemons and seashells create a psychedelic pattern

emilio pucci skateboards nowness-ecal
detail of ‘dolce vita limoni’

emilio pucci skateboards nowness-ecal
detail of the gelato pattern for the pucci skateboard series