Bugatti Launches New Lifestyle Collection


  • Bugatti Lifestyle Collection Picture

    Bugatti Lifestyle Collection Picture

    Bugatti is setting itself up as a designer brand when it comes to clothing and accessories. | September 20, 2013

3 Photos

Just the Facts:
  • Bugatti has announced the launch its new Lifestyle Collection of clothing and accessories.
  • The collection will include suits and outerwear, as well as ties, bags and other accessories.
  • Bugatti will sell the products at 35 boutiques opening around the world over the next five years.

MOLSHEIM, France — Bugatti on Thursday announced the launch its new Lifestyle Collection of clothing and accessories, timing the introduction during the fall Milan Fashion Week.

The collection will be comprised of two lines available to the public, Ettore Bugatti and Extreme Performance. A separate fashion program, Tailor Made/Bespoke, will cater exclusively to Bugatti owners.

Over the next five years, the company plans to open 35 boutiques worldwide, at which it will sell a variety of Bugatti-branded products, such as suits, outerwear and accessories, including ties and a series of bags inspired by the design of the company's cars. Bugatti did not respond immediately to a query from Edmunds asking when the first store in the U.S. would open.

The distinctive blue color, which is integral to the brand's identity, is a prominent feature of much of the collection. Although most of the products are aimed at men, one item especially designed for women is a blue crocodile bag with a shape that is reminiscent of the classic Bugatti horseshoe grille.

The Ettore Bugatti line, carrying the "EB" monogram, features what the company calls "clean, sartorial lines and intensely sophisticated textiles." Designed to express the founder's artistic vision and creative passion, the collection's "jacket linings and the lower outlines of collars echo the form of Bugatti's car radiator grills."

The Extreme Performance line of leisurewear will carry the traditional oval Bugatti logo, called the Macaron. This collection, says the company, is characterized by "exclusive technical and high-performing fabrics, stretch materials with graphics and reflective tape." Each piece in this line will be limited to 431 units, celebrating the speed (in kilometers per hour) achieved by the Bugatti Veyron Sport, which made it the world's fastest production car, in 2010.

The Tailor Made/Bespoke program will feature items made to order for Bugatti customers. Custom crafted from "the best possible fabrics and precious materials," according to Bugatti, these products will "satisfy a very selective and exclusive club of international owners."

The first Bugatti boutique will open in Milan in October 2013, followed by stores in Hong Kong and Beijing in 2014.

No pricing has been announced for items in the collection, although the cost will undoubtedly be lower than the $3-million Bugatti Veyron 16.4 Grand Sport Vitesse Legend Jean Bugatti that recently debuted at the 2013 Frankfurt Auto Show. But it's safe to assume these products won't come with Walmart-level price tags.

A few reasonably priced Bugatti-branded goodies are available at the online store. These include everything from key rings to cashmere sweaters, and even shampoo and deodorant. They may not be Bugatti suits or crocodile bags, but they are within the reach of mere mortals.

Edmunds says: We'll just take a keychain, please.

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