Pirelli Design focuses on lifestyle with two new collections
Designed by Denis Dekovic, the Racing Team and The Cal capsules are part of the brand's strategy to broaden its identity and intercept the younger generation
1' min read
1' min read
Pirelli Design launches the lifestyle project, which complements the other two business areas of this Pirelli division: merchandising, with a line dedicated to motorsport and the company's heritage, and licensing, where the brand collaborates with sport.
Inaugurating the Pirelli Lifestyle Collection 2025-2026 are two clothing capsules, Racing Team (launched on the eve of Milan Fashion Week) and The Cal (available in October), garments inspired by the Pirelli universe and signed by designer Denis Deković. In this project, Pirelli explains in a note, Deković brings his vision, creating exclusive pieces that express performance and prestige, hallmarks of the Pirelli brand. "For me, this collaboration is an opportunity to celebrate a brand that is not only technology but also culture: it has shaped imagination, inspired art and transformed performance into an icon," Deković specified in presenting the collection.
He was echoed by Marco Maria Tronchetti Provera, senior vice president of Pirelli Design & Assets Conversion: "The collaboration with Denis Dekovic has marked a new chapter for Pirelli in the world of Lifestyle, where we bring our passion for design. Denis has done an excellent job: every garment and every detail of this collection reflects the tireless search for innovation that has always distinguished us. This line is in continuity with the identity of our brand, which has always been known internationally for its style and glamour, elements that exert a strong appeal on the younger generations and will therefore help to strengthen their bond with the Pirelli universe".
