HYPEBEAST | MISSONI

All Eyez on Cardigan

A reinterpretation of the Missoni’s iconic cardigan through the cultural lens of Hypebeast

It has crossed decades and a variety of cultures. It has been the focus of attention on top of shirts and t-shirts (or both). It has been worn in an understated manner below a coat, or even replaced it. In every case, it has always taken a starring role, ready to break out of the box to remain relevant and popular. In other words, it is timeless. The cardigan has its own constant subjective and objective charm; everyone knows it and many of us have one, whether borrowed from the family wardrobe and given new life or bought new, inspired by some celebrity basking in the legendary star appeal of this apparel. With a classic design but an unexpected rebel soul, a staple item in Ottavio Missoni’s wardrobe, the cardigan was legitimised by Steve McQueen in the late 60s and definitively consecrated by Kurt Cobain as an essential of grunge rock style in the early 90s.

The cardigan is by nature one of the most versatile items in knitwear, an art in which Missoni has been a leader for over 70 years and during which time the brand has created iconic examples that still stand out today for their uniqueness.
To overcome the tides of time, Missoni has reinterpreted and highlighted the aesthetic rules of this item: the yarn, which combines the essential traditional weave with creativity and ingenuity, takes on new life in brilliant colours that celebrate the iconic zigzag design, the patchwork technique and landscapes inspired by prints held in the brand’s archives. 

Its history, the refined textures, the patterns and colour schemes make The Cardigan an eye-catching item with an ambitious goal: to be the creator of a contemporary style designed to last forever. The collaboration between Missoni and Hypebeast to curate creative campaign contents dedicated to the new generations for whom The Cardigan reflects the streetwear look at its best, becomes the new icon of this era and future ones.