MILAN (ITALPRESS) – Pirelli Design announces a collaboration with Denis Dekovic, a world-renowned designer who, as part of the new lifestyle project, will develop exclusive collections with sophisticated designs that combine aesthetics, glamour and tradition.
The lifestyle business area complements Pirelli Design’s other two main activities: merchandising, with collections dedicated to motorsport and the company’s heritage, and licensing, which includes collaborations with prestigious brands ranging from the nautical world to skiing, from watchmaking to sports equipment.
With more than 30 years of experience in the world of sportswear, Dekovic brings his vision to this partnership from which exclusive pieces will be born, embodying performance, rigor and prestige, reflecting Pirelli’s pursuit of excellence, on and off the track. The first fruit of this collaboration is the Special Edition Podium Caps, worn by Formula 1® drivers on the podium of 14 Grand Prix in the 2025 season and designed with quality materials, attention to detail and an unmistakable connection to the racing world.
The first products will be available for purchase on the new dedicated e-commerce platform (https://store.pirelli.com/) starting the week of the Australian Grand Prix and in selected premium outlets around the world. The partnership will continue throughout the year with Capsule Collections: a premium line of clothing and accessories that fuses motorsport aesthetics with cutting-edge materials and contemporary design. The pieces will feature meticulous crafting and be inspired by Pirelli’s passion for speed and technological innovation.
“The collaboration with Denis Dekovic opens a new chapter for Pirelli in the lifestyle world, where we bring our passion for design. Every garment, every material and every detail in this collection reflects Pirelli’s relentless pursuit of innovation and excellence,” said Marco Maria Tronchetti Provera, SVP Pirelli Design & Assets Conversion.
“Pirelli is synonymous with innovation, precision and pushing the limits, just like design. Collaborating with Pirelli means combining speed with storytelling, creating pieces that honor the heritage of motorsport but with a contemporary vision. Every detail of this collection reflects the passion, performance, and creativity that define both racing and high-end design,” said Denis Dekovic.
The special edition of the Podium Caps designed by Denis Dekovic pays tribute to 14 stages of the Formula Championship. The design features the colors and symbols of each host country’s tradition and cultural identity. Inspired by Pirelli’s winning performances in competitions, these caps combine quality materials, craftsmanship and a gritty aesthetic, making them collector’s items. The first models available on the new dedicated e-commerce will be those made for the first three Grand Prix.
– photo: press office Pirelli –
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