#USA #Stockholm #Fashion #Maradona #Ash Pournouri

Launch of MARADONA and DIARMA

In an exciting announcement made on May 5, 2026, Ash Pournouri and the Maradona family have revealed the launch of two distinguished fashion houses: MARADONA and DIARMA. Created by the renowned Swedish designer Carin Wester, these brands aim to honor the legacy of Diego Armando Maradona, one of sports’ greatest icons. The launch comes just in time for the 2026 FIFA World Cup, which will be held across the United States, Canada, and Mexico.

A Historical Moment

This initiative marks a significant moment in the history of the Maradona family, as for the first time, all five of Diego’s children — Dalma, Gianinna, Diego Jr, Jana, and Diego Fernando — have united to support a commercial venture in their father's name. This collaboration takes place 40 years after Diego’s unforgettable World Cup victory in 1986, a moment that cemented his status in sports history.

Brand Highlights

MARADONA Collection

The MARADONA line will officially launch in April 2026, featuring a unique collection inspired by pivotal moments in Diego's career, including The Goal of the Century, The Hand of God, and The Number 10. This collection comprises 300 exclusive pieces of each item, available primarily through direct online sales, and will not be restocked, making it a must-have for fans and collectors alike.

DIARMA Brand

Following the MARADONA launch, DIARMA will debut in June 2026, focusing on luxury fashion that reflects Maradona's cultural significance. While MARADONA is rooted in sports imagery, DIARMA takes a more refined approach, utilizing luxurious materials like cashmere and emphasizing structured silhouettes. This line seeks to elevate Maradona’s image beyond just sports iconography.

Commitment to Authenticity

In an effort to maintain the integrity of Diego’s legacy, both brands will feature an official monogram seal on each garment, providing a clear distinction between authorized and unauthorized merchandise. This substantial step not only protects the family’s interests but also offers fans a moral alternative to the unregulated global market that has often exploited Diego's name.

Ash Pournouri, the founder of Electa Global and the driving force behind this venture, expressed his passion for protecting Diego’s legacy, stating that he was struck by the extent of Maradona's influence during his visit to Naples — a city where the football star's image is revered almost to a religious degree. "In Naples, there are more representations of Maradona than of Jesus Christ. It was an astonishing sight. Sadly, Diego's commercial legacy has long been fragmented and mishandled. He deserved better, and that is why we built a house worthy of the legend and his fans," Pournouri said.

Family's Statement

Dalma Maradona, representing the family, expressed the significance of their joint effort: "For the first time, we are all five united to protect our father's name. We want everyone who displays a piece of our father's legacy on their wall to finally have something that he truly deserves. To see his life honored with such quality and respect is exactly what he would have wanted for his fans."

How to Purchase

Those interested can join the waiting list for the MARADONA collection starting today at maradonaofficial.com. For press inquiries or interviews with Ash Pournouri and the Maradona family, please reach out at [email protected]

About Carin Wester and Electa Global

Carin Wester, with over twenty years of international fashion design experience and multiple Swedish design awards, leads the creative direction for both brands. Electa Global, based in Stockholm, holds an exclusive licensing agreement with the Maradona estate, aiming to create long-lasting cultural brands that intersect entertainment, lifestyle, and technology.

Diego Armando Maradona is widely regarded as the greatest footballer in history. After his passing in 2020, his five children became the legal heirs and shared the responsibility of managing the family’s commercial rights.