Gucci’s motorcycles add the irresistible word ‘beach’

Written by Staff Writer By Elena I. Bedoya, CNN Special Correspondent When we ask Italian fashion house Gucci to expand on its high-end menswear collection called “House of Gucci,” its public relations people frequently…

Gucci's motorcycles add the irresistible word 'beach'

Written by Staff Writer

By Elena I. Bedoya, CNN Special Correspondent

When we ask Italian fashion house Gucci to expand on its high-end menswear collection called “House of Gucci,” its public relations people frequently reply, “It’s not for men.” Perhaps that’s because the vaunted design house is really not about clothes: It’s about furniture, home accessories, and rare carriages.

So why not turn our interest to the house’s famous Gucci bicycles and realize that this iconic label can turn even its high-end menswear collection into a classic yet affordable automobile?

Gucci’s heavyweight togs present

When Italian car maker Pagani unveiled its new Verde called “Heron” a few weeks ago, it may have seemed strange for a brand like Pagani to collaborate with one of the biggest fashion houses in the world.

Famous in Europe for making hand-made, energy-efficient supercars, Pagani has been slowly building its reputation in the United States since 2007 with the F1 model, the Centenario, which claimed the title of the most expensive sports car ever sold.

Pagani/Gucci: The first logo creation made

So when the company put out a press release last year about their collaboration with Gucci, it sounded more than a little odd.

“I never thought in the beginning that I would be present at a table with designer Alessandro Michele to talk about bikes,” Pagani Chairman and CEO Norbert Sauerbruch told CNBC at the time. “I’m even more excited now than I was four years ago, because I also realized he came to discuss a big idea.”

The “Big Gucci Collaboration” was unveiled last year, with a rough sketch of the concept and a few photos of the press shot. When asked if the idea to partner on the concept and interior design for the launch of Pagani’s new bicycle will be implemented, Sauerbruch told us that it had been long discussed and that it was very real.

“Gucci announced they will be presenting an idea called the ‘House of Gucci,’ in hopes to become a truly beautiful lifestyle brand,” he said. “And as one of the symbol of this, Pagani and Gucci decided to create a new lifestyle brand of luxury bicycles and motorcycles.”

What’s in a name?

But like the fashion label that launched the Gucci Cycle in 2001 and has been designing bicycles and motorcycles since at least 2002, it looks like the project may have had a problem with the actual name it was given.

The vehicles produced will bear the “Shemar Lifestyle Cycles” moniker, which is notably different from the “House of Gucci” moniker.

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