Marcelo Burlon

Marcelo Burlon County of Milan was founded in 2012 in Milan by Argentine-Italian DJ-and-creative-director Marcelo Burlon (Marcelo de Almagro Echenique) as a streetwear-and-luxury hybrid brand built explicitly around the Italian-South-American visual cultural intersection. The brand's foundational thesis was specific: produce graphic-print-saturated luxury streetwear that drew on Patagonian indigenous iconography, Argentine football culture, and the early-2010s Milan nightlife scene that Burlon had been DJing in for the previous decade. The Marcelo Burlon County of Milan vocabulary settled around several recurring elements: graphic-print cotton tees, hoodies, and bombers featuring large-scale Patagonian-mountain-and-Argentine-flag-derived prints, the brand's iconic 'wing' and 'snake' graphics that became defining streetwear motifs of the 2014-2018 period, deliberately oversized boxy fits referencing Italian sportswear-and-football culture, and a colour palette anchored to saturated red, blue, and yellow with muted black-and-white base. The brand has done long-running collaborations with the New York Yankees, the FILA brand, Adidas, Lamborghini, and the Argentine national football team. Marcelo Burlon County of Milan was acquired by New Guards Group in 2017, which itself was acquired by Farfetch in 2019. Following Farfetch's December 2023 financial difficulties and acquisition by Coupang, the brand is now part of the Coupang-owned Farfetch holdings. The brand operates flagship retail in Milan (Brera, the brand's home neighbourhood), Paris (Le Marais), Hong Kong, plus international wholesale through SSENSE, MR PORTER, MATCHES, Selfridges, the major US specialty streetwear retailers, and a wide international streetwear-specialty distribution. The brand has been one of the defining Italian-anchored streetwear-luxury hybrids of the 2014-2020 era.