Luxury Label Emilio Pucci Is Now Making Skateboards

Well, no one saw this coming.

Italian fashion house Emilio Pucci is getting into the skateboard business—bringing its bold patterns and flashy colors to range of decks designed by Swiss university students.

It all started with an art project that challenged a class to reinterpret Pucci codes in a new and exciting way. The result was seven loud prints—borrowed from Pucci archives—on two deck styles: the Street Shape and the Cruiser Shape.

The collection is a collaborative effort with the award-winning video channel Nowness, which will show off the designs in a sleek short film titled Rolling With Emilio Pucci, starring model Martha-Rose and group of young skateboarders.

“I was trying to think of an unconventional way to use the skateboard because I wanted to take the film away from becoming like a modern skate video,” director Edward Housden said in a press release. “We’re treating it much more like a short film, rather than a fashion film or music video or something.”

Pucci used an innovative printing technique on carefully selected wood, which ensures high photo quality, scratch resistance, and durability.

You can check out the deck designs below. Rolling With Emilio Pucci will drop next week, along with the skateboard collection at Emilio Pucci’s online store.