All major companies today need to build an identity that goes beyond their core business, one that captures the essence and values of the brand. In this sense, Brembo has made a particularly interesting move: at the latest Italian Grand Prix in Monza, the company officially launched Brembo Collections, a project that takes some of its most iconic elements into new fields, new worlds. And, ultimately, new products. The idea is simple but, at the same time, visionary: Brembo wants its community to be able to live and wear the brand. That is why it has created garments and design objects that reflect Brembo’s culture, history and values.
The first chapter of this journey is Brembo Colors of Speed, an exclusive line of T-shirts available until 18 September through the brand’s new official e-commerce platform, brembocollections.com. At the centre of the capsule is one of the most iconic elements in the Brembo universe: the brake caliper. In this collection, it takes centre stage, celebrated in eleven different colour variations. It is a familiar object, instantly recognisable, now placed at the heart of a collection that brings one of Brembo’s most distinctive elements into a new context. “With Brembo Collections, we want to create a new space for connection with our community,” says Mauro Piccoli, Brembo Marketing Director. “The idea is to extend the brand experience beyond the product, transforming some of our most iconic elements into objects that express its identity and values. In this sense, ‘Colors of Speed’ represents the first chapter of a journey that aims to celebrate Brembo’s aesthetic and cultural heritage, creating new opportunities for expression and belonging for everyone who shares our passion.”
For motorsport fans, Brembo is more than an institution. For more than 60 years, the world’s fastest cars and motorcycles have been equipped with the high-performance braking systems and components produced by the Italian company. Now Brembo wants to take its values — innovation, a cult of performance, design — beyond the racetrack, putting them onto the people who follow the brand and identify with it. The values remain the same; the setting changes. The intention, ultimately, is to create a distinctive mark, objects that can express a sense of belonging. Even to a brand, because that is how the contemporary world works. Brembo wants to create objects that people can wear and live with, allowing the identity of the brand to become part of everyday life.
