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VESPA, ITS FOR MORE THAN JUST RIDING
AROUND TOWN
By Jasmine Caccamo
Vespa motorscooters are breaking into the fashion world.
In an effort to further develop the Vespa brand, Piaggio USA, manufacturer of the world-famous Vespa motorscooter, announced the launch of its new summer clothing line. This line is available exclusively at U.S. Vespa boutiques and at their online site, www.vespausa.com. The vintage-inspired collection is a first for Vespa and will include casual wear and accessories for men and women.
Patrizia Caretti, Piaggio USA brand manager, feels that the Vespa clothing line will evoke the same sense of fascination that Vespa motorscooters have since 1946.
"While we think Vespa riders will love the clothes, we also think it's perfect for those who are just looking for something unique to wear," said Caretti, "Our new line was created to embody the fun and uniqueness of the Vespa lifestyle while showcasing our heritage and the mystique of the Vespa brand.”
The clothing was designed as an extension of the Vespa lifestyle, blending elements of the motorscooter's unique, timeless heritage with current style. Vintage artwork from Vespa advertisements used decades ago served as inspiration for the new line. Like the Vespa itself, Vespa clothing is the ultimate expression of style and individuality.
Included in the signature collection are short sleeve and long sleeve tee shirts, workman shirts and jackets for men and women. Hats, bags and a variety of Vespa branded merchandise such as mugs, patches, pins, collectibles and literature, are also available at Vespa boutiques throughout the U.S.
Mike Cunningham, spokesperson for the national sales director for Piaggio USA feels that by introducing this line, it will bring about a new sense of style, and will interest many.
"Introducing a line that complements our primary motorscooter market was a logical decision to further define the Vespa experience.” Cunningham said, adding, "The clothing focuses on quality at a moderate price and appeals to current Vespa riders while also being distinctive enough to stand on its own, attracting a whole new consumer base."
Vespa was manufactured by Piaggio in Tuscany, Italy, and was designed in 1946 by Enrico Piaggio as an alternative form of transportation following the detestation of World War II. Combining the best elements of aeronautics, automobiles and motorcycles, it instantly became an icon of design. In 2000, after a 15-year pause, the fabled Italian scooter returned to the United States to entice new generations with its efficient, entertaining and still nostalgic nature.
Erica Tannenbaum, graduate student at the Fashion Institute of Technology in New York City feels that Piaggio USA has the right idea.
“In an industry where fashion is so competitive, consumers need something new and exciting, and that’s exactly what Piaggio is doing.” Tannenbaum said. “By creating a line of clothing that appeals to Vespa riders, as well as the casual consumer, you will see them go far.”
Vespa not only plans on making its new line of clothing a United States domestic based line, but plans on going international as well.