Alfa Romeo presents the new MiTo Jeans

Article by Christian Andrei, on August 29, 2010

Italian automaker Alfa Romeo has partnered with TV fashion expert Louise Roe. This collaboration challenges a couple of rising fashion designers with the goal of creating a new product line of women’s jeans that is as stylish as the Alfa MiTo.

This project hopes to raise money for charity and was created to celebrate the distinct lineage from the Alfa 8C Competizione to the Alfa Romeo. The outcome of this partnership is a one-off limited edition series of skinny fit jeans that is accessible through

This limited edition jeans echoes this lineage by taking apart the first generation jeans in order to build new jeans with high-quality leather waistband and the Alfa Romeo red stitching. London-based Bjork and McElligott are fashion designers who have made different outfits for various celebrities.

They have even started attractive style and unique touches like embroidered rear pockets which carries the serpent of Alfa Romeo’s badge on the right side and their own logo on the left. As such the jeans are not just unique but also immediately familiar.

One of the most important elements of the Alfa MiTos is the DNA button that modifies how the car responds with regards to the traction, accelerator, and brakes, depending on the driving conditions. These are the Normal, All Weather, and Dynamic, buttons.

According to Sophie McElligott, the DNA button is what allowed the company to have the additional framework on which to work with. The Alfa MiTo traces its roots to the Alfa 8C. Choosing the beneficiary of the project a relatively easy choice, McElligott shared.

The proceeds will go to Jeans for Genes, which will receive the profits generated from selling this high class and limited edition jeans. The jeans will be sold through two boutique outlets located in London that had been chosen by Donna Ida.

A pair of jeans is priced at £75. The company hopes that this will raise crucial funds for Jeans for Genes. For those who want to know more about this project as well as information about Donna Ida retail outlets, you may go to

Press Release

Alfa Romeo MiTo Jeans

Conceived to celebrate the unique genealogy passed from the breathtaking Alfa 8C Competizione supercar to the head-turning Alfa MiTo, the Italian sporting car manufacturer, Alfa Romeo, paired up with TV's fashion expert, Louise Roe, to challenge two up-and-coming fashion designers to create a line of women's jeans that would be as cool and desirable as the Alfa MiTo and, and at the same time, raise money for charity. The result is a one-off series of limited edition skinny fit jeans available via - 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.

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.

Significantly most 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. For more information on the project along with details of the Donna Ida retail outlets visit

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