Wool drives Cerruti-Giugiaro partnership as Parcour Roadster revs-up Pitti Uomo

10 July 2013

Wool is young. Wool has exceptional qualities that allow us to work it in new and unusual ways. It is not only elegant, but has to be eclectic, hybrid urban and free.


The Parcour Roadster, designed by Italdesign Giugiaro, uses Australian Merino wool for the concept car’s interior
The Parcour Roadster, designed by Italdesign Giugiaro, uses Australian Merino wool for the concept car’s interior.

This is the motto of Nino Cerutti, who manages Lanificio F.lli Cerruti - one of the world’s most prestigious weavers which has been a symbol of elegance and the best wool products since 1881.

At the 84th edition of Pitti Uomo in Florence, the result of a partnership between The Woolmark Company, Lanificio F.lli Cerruti and Italdesign Giugiaro was put on show for the first time.

A concept car designed by Giugiaro, with a Lamborghini engine and an interior made from Australian Merino wool fabric made up by Cerruti called Turbo 180, the Parcour Roadster is a research prototype like no other.

The Woolmark Company joined Cerruti and Giugiaro for this prestigious collaboration as the main partner and endorser of the high-quality Merino wool used for the car’s interiors. Limited edition Car Jackets from the Natural Born Elegance line by Julian Cerruti were unveiled to compliment the car and have also been made by fine Merino wool fabric, highlighting the fibre’s potential and elegance. Both the car’s interior and the jackets carry the Woolmark logo.

The capsule collection was designed to celebrate the union between the two historical names reflecting Italian excellence. Only 550 jackets were made – the same number as the horsepower of the V10 Lamborghini engine mounted in the Parcour. Two types of jackets were developed: one with knit sleeves for a more casual look and one with fabric sleeves for a more polished look. Both types ensure extreme comfort and practicality making the driver feel totally at ease behind the wheel.

The Car Jacket was made up of four different fabrics: in addition to the Turbo 180, there is also the Sliklight, iParty Cinzato and iParty versions. They are all fine wool variations, typical of male attire, but handled and processed in such a way as to create pieces with high technical qualities.

According to Nino Cerruti, this installation is the expression of a new way of thinking.

“The precious Cerruti fabric is used in an unusual way, to create urban and unconventional pieces and to cover the seats of the latest prototype created by Italdesign Giugiaro,” Mr Cerruti said.

“Once, it was thought that there was only one way to work with wool, a right way and strict method to follow. Everything was defined and I have heard ‘you have to do it this way because you cannot do it otherwise’. Wool had a functional purpose for concrete needs rather than for individual desires.

“Today, I believe that duty has given way to freedom, and freedom is everything. Today, the urban environment has occupied the place of the countryside, wool is no longer a need but a desire.

“Wool is young. This is my motto.

“The luxury of today is comfort and the time we dedicate to ourselves in a warm and relaxing atmosphere. Whichever piece you choose, it will be unique and unrepeatable, just like your life.”

The Woolmark Company senior PR manager (Western Hemisphere) Lisa Lisanti said that at one presentation held during Pitti Uomo, more than 200 visitors were in attendance.

“An audience made up of international media and buyers was greatly impressed by the unexpected use of Merino wool, suitable for both car interiors and apparel,” Ms Lisanti said.

“Our role was to act as the endorser of the quality of the Merino wool which was used for the project and in doing so we were able to reinforce The Woolmark Company’s relationship with Lanificio F.lli Cerruti and show off wool’s infinite potential across both the automotive and fashion sectors.”