The penguin logo forms a key part of ellesse’s rich history. Designed as a reference to ellesse founder Leonardo Servadio’s two pet penguins – Ettore & Giorgino, the penguin branding was first seen in 1967 when ellesse launched the revolutionary jet ski pants.
The first skiwear to be form fitting and designed for style, Leonardo Servadio was so proud of his brand, he stitched the rubber penguin logo onto the thigh of the garments – one of the earliest brands to have visible branding on display.
The ellesse penguin logo became synonymous with alpine style and success. In 1969 ellesse sponsored the Italian ski team. Iconic athletes including Gustav Thoeni and Erwin Stricker proudly wore the penguin logo. A true-rule breaker, Leonardo Servadio often brought Ettore and Giorgino to the mountains to watch his team compete.
In 1975, ellesse launched the now iconic ”semi-palla” branding that merged ski and tennis in one logo. Since then, the penguin logo has been quietly stored in the archives – waiting for the right time to return to the slopes.
This winter, the ellesse penguin returns alongside an eclectic winter range that’s distinctively ellesse with a heritage ski twist.
Created using yarn from an Italian mill in Palermo, the Giorgino hoodie, the long-sleeved Ettore, the Avalanche polo and Thoeni zip-up – among others – are all rooted in the unique history of the brand and usher back in one of sports branding’s first and most likeable characters from the cold.
#thepenguin collection will be available to buy here. Keep checking for go live!