The Sportmax collection was founded by the creative team of MaxMara in 1969 as a way of proposing a more practical and eclectic alternative to their traditional line. Achille Maramotti, the company's founder, was fascinated by the innovative atmosphere of "Swinging London" and recognised the imminent arrival of a new youth movement. Every season since, Sportmax has been setting trends and synthesising the most significant fashion concepts into a collection for women worldwide. Women who are passionate about fabric, cut, and quality--continuously evolving their own style
