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Milan Fashion Week fall 2023 Menswear: Family First new collection FW2324

From rap to American football.

Also on the catwalk is Marshawn Lynch, a former NFL player.


Family First, a brand linked to artists such as Gué, Emis Killa and Sfera Ebbasta, brought on the catwalk, to present the collection for autumn winter, Marshawn Lynch, former NFL player who, together with colleagues Marcus Peters and Josh Johnson, in 2011 launched the Fam1st Family Foundation charity project, aimed at supporting children and adolescents who grow up in conditions of social hardship in the poorest areas of Oakland (California).



In 2018 the creative director Giorgio Mallone and the CEO Alessandro Zanchi launched their Family First, then discovering the American namesake.


When they met Lynch, Johnson and Peters decided to create a joint venture between the two companies, which leaves the distribution of Family First on national soil and in Canada to the American branch.

In addition, a percentage of the sale on American soil of any product of the brand is donated to the Foundation.



In this exciting fashion show, the Milanese creative director Giorgio Mallone, former writer and protagonist of the Milan nightlife, translated the link with football into a college look, with Varsity Jacket, large cardigans but also jacquard jerseys.
















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