Tradition Reimagined 

Whatshapes your design language? 

Alessandro Pungetti, Designer & Creative Director: My work is based on the interplay between traditional sportswear, technical innovation, and modern menswear. My time at CP Company, in particular, as well as the development of Stone Island’s knitwear line, have shaped my focus on material research, functionality, and precise tailoring. 

Which projects have been the most significant for your creative development? 

International collaborations constantly broaden my perspective on design and function. With Ten C, which I founded in 2009 together with Paul Harvey, I pursue a philosophy of durability and material integrity. Today, my work also draws on experiences from collaborations with Korean brands and new projects such as Aquascutum Active. 

What did you focus on when developing the collection for Aquascutum Active? 

A modern reinterpretation of British sportswear codes, featuring a contemporary take on the iconic Aquascutum check pattern. The collection emphasizes duality and versatility with reversible styles, double-layered constructions, and two-tone fabrics. For the first time, the collection also includes beachwear. 

@aquascutumactive