Alfa Romeo Mito DNA Is In Your Jeans

Alfa Romeo Mito DNA Is In Your Jeans

Alfa Romeo has joined forces with one of the UK’s leading clothing designers to help raise money to support the international Jeans for Genes charity and in recognition of the fact that its new small car has its own DNA, the Alfa Romeo MiTo’s innovative dial-up driving system.

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London-based fashion designers Bjork and McElligott, who have already created outfits for a number of celebrities, also introduced other distinct and attractive styling touches including embroidered rear pockets – one featuring the serpent from Alfa Romeo’s iconic badge on the right plus their own logo on the left pocket – to create recognisable and distinct jeans.

The result is a one-off series of limited edition skinny fit jeans – available via www.mitojeans.co.uk - that echo the genealogy concept by deconstructing first generation jeans to create new, high fashion jeans complete with a high quality leather waistband and Alfa Romeo red stitching.

Alfa MiTos feature a DNA button that alters the responsiveness of the accelerator, brakes and traction to suit different driving conditions – Dynamic, Normal and All Weather.

Sophie McElligott said: “The DNA button gave us an extra framework to operate within. The Alfa MiTo’s parentage from the Alfa 8C and the concept that DNA is in your genes made the project’s beneficiary an easy choice.”

The designers chose the charity Jeans for Genes to profit from the sale of the high class jeans and found two boutique retail outlets in London through the charity’s patron, Donna Ida.

Priced at £75 a pair, the designer jeans are expected to raise vital funds for Jeans for Genes, which raises funds for research in children’s genetic disorders, the cause of up to half of childhood deaths.

ENDS

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