Pirelli Design inaugurates a new phase with the launch of the PIRELLI Lifestyle Collection 2025-2026. The goal? To translate the brand's identity into pieces that embodies performance and elegance, blending heritage and modernity.
The lifestyle project complements the other two business areas of this Pirelli division: merchandising, with collections dedicated to motorsport and corporate heritage, and licensing, which includes collaborations with prestigious brands ranging from the world of sailing to skiing, from watchmaking to sports equipment.
Two clothing capsules debut to inaugurate the PIRELLI Lifestyle Collection 2025-2026: Racing Team and The Cal™, featuring pieces inspired by the Pirelli universe, created by the world-renowned designer Denis Deković. With over thirty years of experience in the world of sportswear, Deković brings his vision to this partnership, creating exclusive pieces that embody performance and prestige, hallmarks of the PIRELLI brand. The collection consolidates the partnership which began last March with the Special Edition Podium Caps worn by Formula 1® drivers.
The Racing Team capsule collection will be launched during Milan Fashion Week and will be available on the official e-commerce site starting from today, September 22nd. The collection dedicated to The Cal™ will be available from October, also on the official channel.
The PIRELLI Lifestyle Collection 2025-2026 will premiere on the eve of Milan Fashion Week: an evening event with a DJ set and dedicated displays on September 22nd at Parco Ravizza, designed to engage a younger audience.
"This collaboration is an opportunity for me to celebrate a brand that is not just technology but also culture: it has shaped the imagination, inspired art, and transformed performance into an icon. The idea was simple: take essential pieces that everyone loves—a T-shirt, a hoodie, a varsity jacket—and elevate them through craftsmanship and attention to detail. We reworked each piece with a modern unisex fit, used the highest-quality materials to ensure durability, and paid attention to every stitching. Each piece is embellished with graphics that celebrate Pirelli's heritage, but also its present and future," said Denis Deković, presenting the collection.
“The collaboration with Denis Dekovic marks a new chapter for Pirelli in the world of Lifestyle, where we bring our passion for design. Denis has done an excellent job: every piece and every detail in this collection reflects the tireless pursuit of innovation that has always distinguished us. This line fits seamlessly with the identity of our brand, which has always been known internationally for its style and glamour, elements that have a strong appeal to younger generations and will therefore help strengthen their connection with the Pirelli universe”, said Marco Maria Tronchetti Provera, SVP Pirelli Design & Assets Conversion
A CAPSULE BLENDING MOTORSPORT, INNOVATION AND STYLE
The PIRELLI Lifestyle Collection includes high-quality clothing and accessories. The pieces, produced in Italy, feature meticulous craftsmanship and are inspired by Pirelli's passion for speed, technological innovation, and design.
Drop 1 - Racing Team blends technology and lifestyle, drawing inspiration from Pirelli's motorsport heritage. Each product is designed for those who embrace speed as a way of life yet also know how to slow down to enjoy authentic moments. This line combines modern, functional design with sophisticated details that interpret racing iconography in a contemporary way, celebrating precision, energy, and movement.
Racing Team consists of four garments designed to last, thanks to superior materials: jersey T-shirts presented in short-sleeve and long-sleeve versions; a French terry hoodie; and a cotton souvenir jacket with leather sleeves. It's more than just clothing: it's a statement of identity, an invitation to live with passion, freedom, and authenticity.
Drop 2 - The Cal™ consists of three items that capture the essence of a brand milestone: the PIRELLI Calendar, a timeless symbol of art and innovation. The Cal™ logo stands out in relief on the front of the wool and leather varsity jacket and on the cotton T-shirts available in long and short sleeves.
The Cal™ collection, presented in earth tones and deep black, celebrates the concept of time as art. The garments are unique pieces, designed to last, reinterpreting the Calendar's visual language through refined techniques: embroidery, rubber prints, and woven details.
