UTILITY REGENERATION PROJECT
Mandarina Duck launched its first line, Utility, in 1977, a totally revolutionary concept featuring bold colours and innovative materials that redefined market standards. Now, almost 40 years later, 2016 sees the launch of the Utility Regeneration Project, totally MADE in ITALY, headed by the rising stylist Denis Frison as creative director.
The iconic Utility backpack that has accompanied the travels and experiences of an entire generation, is now reinterpreted in five unisex versions with fully revised fabrics, materials and colours, designed for those who want to live life in the city to the full or journey to unconventional destinations. A tribute to the art of travelling that aims to map out uncharted itineraries through the atlas of style.
From June to October 2016, the new Utility backpacks will be the constant travelling companions of eight influencers who will visit the same number of cities and will take part in the 90th edition of Pitti Immagine Uomo and the most important fashion weeks around the world. The envoys will be filmed during their day and the video-diary of each “fashion journey” will be published on the Utility Regeneration Project website utility.mandarinaduck.com.