Fireside Chat with Cristiano Silei on Dainese Settantadue
Dainese, one of Italy’s premier motorcycle apparel and gear designers, knows a thing or two about style – they’re Italian, after all. And the Settantadue line is all about celebrating the company’s roots with more vintage styling compared to their more race-inspired gear. But just because it looks retro, doesn’t mean it doesn’t function like modern protective gear.
Dainese:
Cristiano Silei, CEO of Dainese, is most of all a passionate biker. He takes us into the new world of Dainese Settantadue, mixing marketing strategy and pure motorcycle love.
?The story for me is straightforward? he explains. ?Even before I joined here, I knew Dainese well, and the products. I was a fan. But what I found when I arrived was so much more than I expected? The more I dug into the brands, the more I realised that we have a huge history. This year we celebrate our anniversaries, so it?s the right time for us to make a step towards people who don?t see the motorbike exclusively as a performance or tourism tool. We thought it was the best omen to launch Dainese Settantadue. I gave my office to a dedicated team. They worked on this new brand and a first collection aimed to romantic bikers: lovers of beautiful products with a non-tech look.
?The way we look at Dainese Settantadue is not retro. We are just fishing from our very long heritage, but we produce contemporary products. Being proud of celebrating our long history, we got inspired by our culture an...
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