Pouchain prides itself on being the first Italian heritage brand to successfully blend the love for football with streetwear. The brand was born in the late 1970s. During a trip to the United States Italian entrepreneur Maurizio Pouchain became aware of the heavy influence of sports on fashion. Many Americans enjoyed displaying their favorite sports team or game and chose to do so by wearing clothing that represents it. Back in Italy Pouchain opened a sportswear factory in Borgorose, in the Abruzzo region. Pouchain became the first company to realize the power of merchandising in football and was the original pioneer in the Italian football apparel market. Today, the brand is focused on two key areas – retro inspired sports fashion and casual sports inspired fashion.