Cerruti-Giugiaro

Italdesign Giugiaro and Lanificio F.lli Cerruti together for a peculiar co-brand that mixes design and innovation with Italian heritage and craftsmanship.

Italdesign Giugiaro, to celebrate 45 anni in business, realized Parcour, a new GT car coupé and roadster, based on the original concept of a Sport Utility Vehicle and, with a versatile soul, designed for extensive use on all types of terrain. Presented last week in world première at the 83rd edition of  Ginevra International Motor Show.

The name of this auto takes inspiration both from parkour the French discipline  born in ’80s that means to move quickly and efficiently through the environment and from Parcour, a fine fabric, from Lanificio F.lli Cerruti. This material, inspired by the army, is the result of research into the historical archives of Lanificio F.lli Cerruti, which contain a special selection of fabrics created between 1920 and 1940, intended for use in making uniforms and parade clothing for the various branches of the army.

This project saw the start of the collaboration between the Moncalieri-based company and the famous wool mill founded in Biella in 1881.  The backrest upholstery and the three bags in the trunk are made using the fine Parcour fabric from Lanificio F.lli Cerruti.
Also the jackets worn by the models in the Ginevra booth were realized in Parcour.

The marketing strategy of the historic woolen mill, made of co-branding actions, carries on with success. Others hot co-brand to be mentioned: Hapter, Nigel Cabourn, De Fursac, Lardini, Gold Bunny and Bertone.