SPORTMAX

Sportmax is an Italian label that sits within the Max Mara Group, the luxury goods company behind it. It was founded in 1969 with a clear brief: to make energetic, finely tailored and fashionable clothing for a younger generation. That founding idea still tells you a lot about how it works. The tailoring is meant to be sharp, but the spirit is youthful rather than formal. MACHINE-A, the London concept store, stocks it among its designer collections and describes it as a high-end fashion brand. If you already know Max Mara and want something aimed at a younger crowd, Sportmax is the sibling to look at.