French Formula One team Alpine have signed a new partnership with French leather manufacturer of menswear brand Berluti. The agreement will see Berluti become the F1 team’s Elegance Partner.
The partnership will see Berluti supply the French team with elegance kits to their drivers and executive team. Both Alpine drivers will also wear Berluti apparel for select occasions.
Berluti has also designed a handcrafted made-to-measure Venezia leather case to store the team’s steering wheels.
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Laurent Rossi, CEO Alpine, commented:
“It’s a real pleasure for the BWT Alpine F1 Team to enter a partnership with such an iconic fashion brand in Berluti. Formula 1 is the pinnacle of motorsport, filled with history, prestige and huge global interest, which makes this partnership with Berluti so special as we match our shared values by combining Formula 1 with luxury fashion.
“As the team’s Elegance Partner, we’re looking forward to taking the next step with Berluti from this weekend’s Miami Grand Prix where the drivers and Executive management team will showcase their excellent range of high-end clothing. The team’s image is held in high regard and it’s important we maintain that view not only on-track but also off-track in the fashion stakes.”
Antoine Arnault, CEO Berluti, added:
“We are thrilled to have been introduced to the world of Formula 1, one of the most extreme, demanding, historical and prestigious sports. And to do so by teaming up with the legendary BWT Alpine F1 Team makes complete sense for Berluti: we both have an established heritage, we both have our own manufactures, and we are both driven by a consistent exigency between timeless know-how and innovation. Lifestyle offering has long been among Berluti’s core values and expanding it into this partnership with BWT Alpine Formula 1 as their Elegance partner felt like a natural step.”
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