LuisaViaRoma has announced today that it is to become the Official Fashion Partner of Extreme E, the new electric SUV off-roading series.
Friday, September 20th Milan
LuisaViaRoma will be the exclusive online retailer for Extreme E branded clothing and apparel for their inaugural
2021 series season.
Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments
around the world. The teams will race across five formidable environments – the Himalayas, Arctic, Amazon
Rainforest, the Desert and an Indian Ocean Island – places which have suffered at the hands of climate change
or human interference – thus promoting the adoption of electric vehicles to help preserve the environment and
to protect the planet.
This will be LuisaViaRoma’s first motorsports partnership, created to support a new social collaboration.
LuisaViaRoma is close to the cause and have collaborated during the past 2 years with UNICEF for the ‘UNICEF
Summer Gala’ and with The Naked Heart Foundation, to support creating a more inclusive society for those with
disabilities and special needs.
Extreme E together with LuisaViaRoma is committed to sustainability and minimizing environmental impact as
well as rebuilding and restoring areas already impacted by climate change.
The five-race global voyage will highlight the impact of climate change and human interference in some of
the world’s most fragile ecosystems and will promote the adoption of electric vehicles to help preserve the
environment and protect the planet.
Alejandro Agag, CEO of Extreme E said: “I am delighted to welcome LuisaViaRoma on-board as our Official
Fashion Partner. I have known the team behind LuisaViaRoma for a long time, and know they are always open
to using their influential fashion business to support social projects which have a positive impact on the world,
and that is why this partnership between LuisaViaRoma and Extreme E is so appealing. Our worldwide fan base
will be able to purchase high-end racing clothing and apparel from LuisaViaRoma. As a fashion powerhouse in
Italy, this partnership with LuisaViaRoma gives us a fantastic opportunity to engage with the fashion industry in
our global series.”
Andrea Panconesi, founder and CEO of LuisaViaRoma said: “I’m happy to be a part of a project that will focus on one of the major problems we are facing today: sustainability and climate change. It is an honor to work with
Alejandro Agag and the Extreme E team, and to start this incredible four-year partnership. I am sure it will be an amazing adventure. For each race, LuisaViaRoma will develop a sustainable line of clothing in collaboration with the brands we currently carry. Fashion has to become more sustainable. I hope that with this project
LuisaViaRoma, along with many other brands, will make it happen.”
Season 1 is set to begin in early 2021, with a number of key announcements to be made in the near future.
The Extreme E fashion line is still in development and will be announced shortly.
