Italian Armed Forces launch luxury and sportswear collections

The Italian Armed Forces are expanding beyond traditional military apparel into sportswear and luxury goods through licensing. Difesa Servizi, the in-house company of the Ministry of Defense created in 2010, manages brands for the Army, Navy, Air Force, Carabinieri, and State Police, soon also the Fire Brigade. Licensees include Cristiano di Thiene for the Air Force, ICCAB for Navy Sportswear, and Officina Italia for Army Sportswear. At Pitti Uomo, Officina Italia presented Sky Jackets made from upcycled parachutes, each unique. Wyler Vetta, in collaboration with Difesa Servizi, launched the Dynawind Esercito watch at Palazzo Cusani in Milan. Other watchmakers include Breil, Officine Panerai, and Locman. The Pagani Huayra Tricolore hypercar, priced at €5.5 million each, celebrates the 60th anniversary of the Frecce Tricolori. Moto Guzzi produced 1,913 V100 Mandello Aviazione Navale motorcycles honoring the Navy's air component. The Cioccolato militare brand was revived as an emotional operation. A cosmetics line called Esercito 1659 is sold online via Douglas. Products are available on Amazon and at the Caput Mundi mall in Rome. Brigadier General Francesco Greco, Vice Head of the General Affairs Department for Promotion and Marketing of the Italian Army, stated that the goal is not profit but promoting military culture and recruitment.