Sportmax traces its evolution in fashion since 1969

Founded in 1969 by Achille Maramotti, the fashion brand Sportmax has evolved through decades of shifting cultural references and changing views on femininity. Originally emerging from the POP collection for young women, the brand established its foundation on tailoring, material experimentation, and coordinated wardrobes, drawing inspiration from American sportswear and Swinging London.

Following its runway debut in Milan in 1976, the brand collaborated with figures such as Nanni Strada and Jean-Charles de Castelbajac to refine its aesthetic. The 1980s were characterized by dynamic silhouettes and new techniques, while the 1990s saw the brand navigate diverse styles including neo-romanticism, minimalism, and grunge, supported by photographic collaborations with Albert Watson and Marc Hom.

In the new millennium, Sportmax has focused on technical innovation and material savoir-faire. The brand continues to center its vision on a sophisticated, self-confident woman, maintaining a commitment to individual expression and evolving sartorial languages.