Como Prepares for Curva Takeover Like No Other

Football and fashion are once again about to collide in captivating style on the shores of Lake Como.

Curva, a new label and lifestyle platform, has been turning heads in the north of Italy in recent weeks – announcing themselves with a bespoke pop-up during the Winter Olympics before descending from the mountains to take up residency in Milan’s San Babila district.

And now it has set its sights on Como, with a store expected to be revealed ahead of next month.

The label takes its name and inspiration from the most passionate area of the stadium and has plenty of early support. Rhuigi Villasenor, the founder of RHUDE, specially curated the selection for sale in the alpine town of Cortina.

Alongside some of his most sought-after pieces were bespoke ranges from some of Italy’s most recognisable clubs. Como were joined by Serie A rivals AC Milan and Bologna in collaborating with Curva and stepping out beyond the boundaries of traditional club merchandise.

Home and third kits for Como and Bologna are listed on the Curva website while Milan fans might be drawn to the 125th anniversary home jersey and goalkeeper top – both are €110. The urban style of New York features in the collection, with an AC Milan-Yankees Varsity jacket on sale for €360 and baseball caps for €31.

There’s a Como apres ski range featuring a cricket jumper – off-white, 100% merino wool, featuring a v-neck with a retro tricolour trim. It carries the club crest on the front, ‘COMO’ on the back and a €185 price tag. The tartan beanie hats (€69) and scarves (€175) are also 100% merino wool.

RHUDE and Como together in the same place is a fashionable fit – this is a relationship that began a decade ago when Villasenor fell in love with the lake on a visit.

His Rhude X Como 1907 collection last year – fusing sportswear with high-end fashion while paying tribute to this special region in northern Italy – was launched in front of a star-studded audience that included Cesc Fabregas. He has been the club’s chief brand officer since 2024.

For now, Milan remains the only place to sample his work – standing out among the Curva collections that straddle the place between football and fashion. The pop-up on Via Vino del Duca is open until the end of March.

For more information and to access Curva’s full range visit Curva.id