Ellesse grew in popularity during the 1970s as a producer of skiwear such as quilted jackets and ski pants. In 1979, Ellesse's Jet Pant, a ski pant featuring padded knees and a wide lower leg to fit around a ski boot, was included in an event at the Pompidou Centre in Paris celebrating Italian design. Through the 1970s and 1980s, Ellesse gained a reputation for combining sportswear functionality with street-level fashion styling. It was one of the first sportswear brands to feature their logo prominently on the outside of their garments. The UK casuals adopted the brand in the '80s as premium sportswear took off across British lad culture.