Food delivery has become a global phenomenon that is populating the streets of our cities and is becoming an increasingly prominent role in consumer habits. Now, for the first time food delivery has moved from our tables and streets to the catwalk at Fashion Week.

On the occasion of Milan Fashion Week, Italian sneaker brand Voices From The Street  has created a special Capsule Collection dedicated to Deliveroo, one of the primary protagonists in the Italian and international food delivery scene.

This is the first ever collaboration between a fashion brand and a food delivery service in Italy.

This special collection includes 4 styles of sneaker – 2 men's and 2 women's - which interpret the colours and the mood of Deliveroo in the unmistakable style of VFTS.

The 1ST, the name of the first silhouette VFTS, has been specially customised not only to combine  the iconic brand colours of Deliveroo with the style of VFTS, but is specifically designed for those who live for city nightlife, with reflective customisations in the heel and in the special side lettering "1ST" in reflective paint.

The highest level of ergonomics is guaranteed, thanks to the sole made in three different high-performance materials of varying densities, with the added value of "non-slip" rubber inserts, an exclusive VFTS patent.

The Capsule will be presented exclusively during Milan Fashion Week and will be available in limited series in the best concept stores and on www.voicesfromthestreet.it

 

Marco Simonetti, Co-founder and Creative Director Creativo of VFTS: “Our motto is "The street talked, and we listened" and this is the sense of our partnership with Deliveroo: to bring the same authenticity of the streets to fashion and street style, as those who live it every day like the Deliveroo riders, who are increasingly becoming the protagonists of our cities.he objective of VFTS is not only to produce products, but to develop and bring forward a narration: that of the voices of the street".

Ronny Bigioni, Co-founder e Managing Director di VFTS: “We are very proud of our partnership with Deliveroo and we pursued it enthusiastically for two fundamental reasons. Firstly because it reflects at best our sense of belonging to urban space and our way of living and interpreting the city. Secondly, because it is taking us towards our vision of the brand that speaks an international language, because we believe that the world is our road".

 

Giovanni Zezza, Head of Marketing of Deliveroo Italy: “We are very proud and enthusiastic about this project and collaboration with VFTS. We love their youthful street style and we think it matches perfectly our philosophy and brand. We are always open to new challenges and to experiment, to make Deliveroo a service and a brand what the consumer needs and thanks to this capsule collection we will be side by side with our customers ... from the table to the feet ".

The VFTS Capsule Collection dedicated to Deliveroo will be presented in Milan on Friday 23rd February at aseStante show-room (via della Besana 11) and will be piece at the event "Voices of Streetview" in which VFTS will exhibit a special artistic photographic project shot on the streets of Paris, Milan, New York and Tokyo using only Google Streetview. Photographic and artistic project by Luca Attilio Caizzi and organised by C41 Magazine, international photographic and visual culture magazine.

 

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