T-shirts, sweatshirts and backpacks with the Brembo symbol: an essential graphic sign for the young market. Mauro Piccoli, marketing director: “For us it is an extension of our brand”
Why does a company famous throughout the world for car and motorbike brakes decide to enter the world of fashion? To emerge from another point of view and follow Brembo’s slogan: obsession with details. So don’t be surprised if Brembo has decided to bring its energy into the lifestyle world with the first Brembo Lifestyle Collectiona new proposal that translates the brand’s identity codes into a new contemporary language characterized by design, refined materials and fashion. The collection was created to dialogue with a contemporary community that shares curiosity, attention to design and the desire to explore new forms of expression. Presented at EICMA 2026the collection includes seven garments and accessories and will be available starting from November 3rd on the official e-commerce brembocollections.com And, from 3 to 8 Novemberat the Brembo pop-up store, Hall 5 – Stand O71. T-shirts, sweatshirts, overshirts, caps, vests and backpacks make up a contemporary wardrobe in which functionality, comfort and aesthetic identity they coexist with the visual codes of the Brembo universe. Among the protagonists, the Caliper Tee transforms the iconic Brembo caliper into an essential graphic sign, available in three colours, grey, white and green. There Embro Hoodie and the Crewneck Speed they reinterpret the Racing heritage through contemporary silhouettes and references to speed, while the Overshirts introduces a more sophisticated and versatile attitude. To complete the proposal, Seamless Cap, Vest and One Shoulder Backpack they explore a more technical and urban aesthetic, designed to accompany everyday life. able to express its identity.
The vision of the company
Mauro Piccoli, marketing director of Brembo, explained to us why the Bergamo company famous for brakes all over the world has taken this new path. “We don’t see it as an entry into a different sector, for us it is an extension of our brand. After all, we are also known for our design and emotional component. We want to be closer to people, but without being a fashion brand. We will be something different, we want to broaden our community, which is based on the values we develop.” Brembo wants to dialogue with a new audience, not just the motoring audience: “We are addressing everyone, but it is obvious that we expect a positive response especially from young people. It is not a banal product, but one created according to Brembo dynamics, we are obsessed with detail and even in the construction of the clothing we used the same standard”. The collection will not be a luxury product. “But the prices reflect the quality of the garments”. Brembo will not focus on a great sports figure for the launch of the campaign.”The collection speaks for itself – specifies Piccoli – and moreover we have already had an excellent response with the launch before the Monza Formula 1 Grand Prix. The drivers also liked our t-shirts”. Creativity and desire to explore, with great curiosity at the market’s response. “We are at the beginning – explains Piccioli – and we will always be a company that manufactures brakes, but we are curious how the line will go in 2027”. The big question is: but why should we buy a lifestyle product from Brembo? Piccoli replies: “Because it is beautiful, it is worth buying and experiencing trying to find out what Brembo can say in this field”. Has it convinced you?
