PIRELLI DESIGN ANNOUNCES A COLLABORATION WITH DESIGNER DENIS DEKOVIC
THE NEW E-COMMERCE SITE ONLINE WITH EXCLUSIVE ITEMS OF THE PARTNERSHIP, STARTING WITH THE SPECIAL EDITION PODIUM CAPS WORN BY THE FORMULA 1® DRIVERS
Milan, 10 March 2025 – Pirelli Design teaming up with world-renowned designer Denis Dekovic
to create collections, as part of the new lifestyle project, that blend high-performance heritage with bold and modern design.
The lifestyle business area complements the other two main activities of Pirelli Design: 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.
With three decades of shaping the future of sportswear, Dekovic brings his visionary approach to Pirelli, crafting exclusive pieces that embody precision, performance, and prestige - a reflection of Pirelli’s pursuit of excellence, both on and off the track.
FROM THE TRACK TO THE STREETS: A HIGH-PERFORMANCE COLLABORATION
The partnership debuts with the Special Edition Podium Caps, worn by Formula 1® drivers on the podium of 14 Grand Prix of the 2025 season and designed with quality materials, precision engineering and an unmistakable connection to racing culture. The first products will be purchasable in the next months on a dedicated e-commerce platform (https://store.pirelli.com/) and in selected premium retail stores worldwide.
The collaboration continues throughout the year, unveiling Capsule Collections: a premium lineup of apparel and accessories that merge motorsport aesthetics with cutting-edge materials and contemporary design. Each launch will feature meticulously crafted pieces, inspired by Pirelli’s passion for speed and technological innovation.
WHAT THEY’RE SAYING
“With Denis Dekovic, we’re fusing our passion for performance with a bold, design-forward approach to lifestyle. Every stitch, every material, and every detail in this collection reflects Pirelli’s relentless pursuit of innovation and excellence.”
— Marco Maria Tronchetti Provera, SVP Pirelli Design & Assets Conversion
“Pirelli’s legacy is built on innovation, precision, and pushing boundaries—just like great design. Collaborating with Pirelli means blending speed with storytelling, channeling that relentless drive into pieces that honor motorsport heritage while embracing a bold, modern vision. Every detail in this collection reflects the passion, performance, and fearless creativity that define both racing and design at the highest level.”
— Denis Dekovic
SPECIAL EDITION PODIUM CAPS
The Special Edition Podium Caps designed by Denis Dekovic pay tribute to 14 Formula 1® Grand Prix events, each design infused with the colors, culture, and heritage of its host country. Inspired by the same engineering principles that drive Pirelli’s race-winning performance, these caps combine quality materials, premium craftsmanship, and bold aesthetics, ensuring they are as striking as they are collectible.
The first models available on the new dedicated e-commerce website will be those created for the first three Grand Prix of 2025 season: Australia (16 March), China (23 March) and Japan (6 April).
DISCOVER THE COLLECTION AT https://store.pirelli.com/
