Burton upon Trent, March 13, 2013 – Italian tyre firm Pirelli will display its exclusive P Zero spring/summer clothing range at a pop up shop in luxury department store Harrods throughout March.

Launched in 2002 and inspired by Pirelli’s premium products, the P Zero clothing range has grown considerably over the past decade. In 2011, Pirelli opened its flagship P Zero store (Pirelli Corsa Venezia) in Milan – the home of fashion – with supermodels such as Naomi Campbell attending the launch.

Based in London’s trendy Knightsbridge, Harrods will display the spring/summer P Zero collection on the department’s fifth floor. The area is dedicated to P Zero clothing and footwear, representing both an urban and an active feel. Two custom Pirelli bikes are fixed to the walls of the display at right angles.

“Pirelli has been synonymous with fashion for a number of years, with the first rubber garments carrying Pirelli branding appearing nearly a century ago,” explained Pirelli UK Managing Director Dominic Sandivasci.

“The P Zero fashion label showcases the style and design elements behind Pirelli’s core tyre business which targets the premium segment and, where fashion has a particular appeal. Alongside other projects such as the calendar, the store and fashion label reinforce Pirelli’s premium positioning and overall prestige. It seems only fitting that P Zero is displayed in Harrods, which focuses on high-end, innovative fashion,” concluded Sandivasci.

For more information on the Pirelli PZero range including the spring/summer collection, please visit: http://www.pirellipzero.com/