Founded in 1969 by Achille Maramotti on the principles of tailoring, experimentation of fabrics and wardrobe-coordinated mix and matching. Inspired by the sportswear of the US and the idea of a freer fashion of Swinging London. Driven by evolution, iconic modernity and a chorus of creative talent. Sportmax was, is and will always be the great contemporary. Achille Maramotti was inspired by a previous collection he created called POP, dedicated to young women. From POP to Sportmax was a natural evolution: both based on an intense focus on culture and trends, but the fundamental characteristic of Sportmax was and is the chorus of talented voices that over the span of five decades merge into one. Sportmax was conceived as a label that would anticipate the shifting desires of its female customers, sophisticated and self-confident women. Now in its fifth decade, the brand continues to articulate a compelling vision of contemporary femininity.
