Sportmax

Sportmax was founded in 1969 in Reggio Emilia, Italy by the Italian luxury menswear conglomerate Max Mara Group as a contemporary womenswear ready-to-wear sub-line specifically focused on what the brand described as 'younger-cut, contemporary-luxury alternative to the main Max Mara line.' The brand has been continuously operating as the Max Mara Group's defining contemporary-younger-customer womenswear sub-line for over 55 years, with the iconic Sportmax tailoring and Sportmax coats anchoring the brand's broader cultural position. The Sportmax vocabulary settled around several recurring elements: Italian-mill wool tailored single-breasted blazers and trousers with deliberately contemporary-younger-cut proportions, soft-shouldered cotton-and-linen oxford shirts with deliberately contemporary-cut construction, the brand's iconic Sportmax coats (the brand's defining product category — a contemporary alternative to the main Max Mara teddy-coat tradition), and a colour palette anchored to deep navy, oxblood, ecru, washed-charcoal, soft-pink, plus the brand's recurring use of camel, taupe, and washed-cream tones. The brand has presented at Milan Fashion Week each season since 1986. Sportmax is owned by Max Mara Group, the Italian luxury menswear conglomerate held by the Maramotti family through three generations. The brand operates approximately 100 retail flagship stores globally — anchored to the Milan flagship (Via Montenapoleone), Rome, Paris (Avenue Montaigne), London (Bond Street), New York (Madison Avenue), Tokyo (Aoyama, Ginza), Hong Kong, Shanghai, plus international wholesale through Net-a-Porter, MR PORTER, Mytheresa, the major US-and-European luxury department stores, and a wide Asian-and-European luxury-customer distribution. The brand has been one of the defining post-1969 Italian-anchored contemporary-luxury-womenswear sub-lines.