PIRELLI PZERO PROJECT: AN EXPERIMENT BETWEEN MARKETING
AND FASHION

In the late nineteenth century were raincoats and covered coats in chaoutchou, then unknown. Today, the clothing brand of tyres has an experimental soul with a fashion and sexy appeal. and over 127 years the imprint of a rubber hi-tech spirit.

A trasversal plan built from marketing and fashion, with strong roots anchored in industrial design. And especially with a long history that began in 1877 on the outskirts of Milan.

A 125 years from the first experiment in 2002 revived the Pirelli branded clothing. The experimental project has a soul and a new brand, it becomes a long P proportions decorated with a small zero: the PZero project.

Yesterday they were shoes, boots, bags, raincoats, overcoats, waterproof coats made of an unknown material: the chaoutchou.

A marketing research showed that the trademark PIRELLI was glamorous, sexy and fashionable. This appeal was due to the Calendar, the legendary The Cal. For this reason it was decided to launch an industrial design project. The adventure started just with two items that intended to become a cult: a boat shoe, PZERO ACQUA and a jacket with innovative performances, PZERO ARIA.

Now the collection turned into a total look: shoes, clothing, handbags and watches.

A new project was born for celebrating a very important anniversary. In 1955, Pirelli launched the first "pneumatic boat," named The Nautilus, in 2005 PIRELLI PZERO has signed a licensing agreement with Tecnorib to create a new rubberized speedboat. The first PZERO speedboat made its debut in 2006.

In 2008 PZERO, the last engineering project by Pirelli, came together with a co-branding with HEAD and giving birth to the WINTER SOTTOZERO ski which comes from the same name of the tyre, high level performances and just 200 numbered copies sold in specialized shops of the most exclusive resorts.

PZERO ( ) is sold in Italy in the Top 300 stores for clothing and footwear. Abroad has already established a presence in particular in Spain, Benelux, UK, Russia and the Middle East.
In a few seasons PIRELLI PZero has become a status symbol for a generation, with an unexpected success that has generated waiting lists and bookings since its inception and continuing today to record strong growth rates.