FIAT: Stilo

Benvenuti amici!

I love researching and writing about FIAT heritage/history. The coaches and the men who designed & drove them share an undeniable magnetism. They reach far beyond simply engineering an affordable metal box to get people from point A to point B. FIATs are beautiful examples of engineering evolution to carry us from one life experience to another. Believing this, I've taken to wearing something… anything... FIAT branded on a regular basis.

I sport my FIAT shirts, ABARTH bracelets and/or Ferrari watch like some manner of traditional tribal dress… signifying my allegiance to the runabout nation.

But the FIAT life experience is broader than any one nation, company, brand, model or club. It is also individuals doing their own thing their own way. Understanding this, the global Italian automaker often enlists their homegrown, wildly imaginative marketing offspring, Lapo Elkann, to broker deals with lifestyle icons, such as; Diesel, Gucci and Condé Nast. These partnerships add a premium treatment to the already ultimate city car, for consumers looking for more than a household appliance on wheels.

Marketing Hyperdrive: Diesel Boutique Display

Lapo Elkann & FIAT 500 by Gucci

US FIAT 500 GQ Special Edition

FIAT has also been keen to seek out cutting edge lifestyle movements. One example of just such a movement is the Italian eco-friendly accessory company, Tie-Ups. Conceived in 2007 and launched in 2008, Tie-Ups is not a fashion-forward brand. It is a future-forward brand. Made from recyclable materials, Tie-Ups re-imagines classic accessories for the modern era. FIAT partnered with Tie-Ups to create a limited edition line of FIAT belts (available in grigio, bianco & sangria) to commemorate the re-imagining of the brand and the Nuova FIAT 500.

Girded in FIAT: Tie-Ups Limited Edition Belt

Of course, aficionados can cop branded goods at their Local Studio, the FIAT e-Store, in North America, or the Brazilian FIAT Fashion e-Boutique to get their fix and represent. Better still, you can design your own FIAT Club branded gear and make it available to your local members. With the help of our former LS, CC5C did just that to commemorate our first appearance at FIAT FreakOut 2014. There are more CC5C designs to come.

I can think of far more 'fashionable' tags hanging off or embroidered/printed on slick daily rags. But none are as personally stylish or 'connected' to my beloved daily driver.

Vivere.Amare.Guidare.

Ciao!

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