By Denna Bowman
Pirelli has been extending its brand beyond tyres and into fashion for around eight years and it has just launched a range of ultra-cool trainers.
The Italian tyres manufacturer aims to extend its PZero clothing and footwear label, which denotes high-tech style with modern materials, into a full fashion line.
For the sprig-summer 2011 season, Pirelli has released a sailing shoe, the Pirelli PZero Water, and a jacket, the PZero Air, working with seven designers and three licensees.
The PZero range for spring 2011 also includes a range of trainers called the Rubber Racer, which feature soles mirroring the design of Pirelli tyres.
The I Cut Tube jacket is waterproof and customizable by the wearer to ﬁt his size. Pirelli claims that customers themselves can “self-tailor”, cutting the lengths of its I Cut trousers and the sleeves of the jacket through a layer of rubber ﬁlm which prevents fraying. They are sold with a pair of scissors.
The company’s licensors expect other products to emerge under the PZero name, including bags and various limited-edition items.