Maserati Takes a Turn into the Streetwear Scene
Jane Lu
· 3 min read
Among all the
luxury car brands
, there's just something special about Maserati. After all, Ferrari and Lamborghini never found their way into a hit Eagles song. Maserati, like other big luxury brands, has recently ventured into the clothing business through licensing agreements. The brand has partnered with a clothing designer on the other side of the Eurasian continent.
Why is the Maserati brand so valuable?
Maserati is more than a century old, founded in 1914 in the city of Bologna, Italy, though it’s now headquartered in Modena. The company was started by six brothers who were all heavily involved in Grand Prix Racing. Given their experience, they were able to build premium race cars.
The company's iconic logo, a depiction of Neptune's trident, actually came from a statue in the main Piazza of Bologna. The company really hit its stride in the 1960s with the release of the Maserati 3500 GT. It carried a V-8 engine, offering enough power to attract the attention of car enthusiasts.
Through the years, Maserati would maintain the legacy of building premium cars, although some vehicles have been criticized for having a short life span. Nonetheless, they are still one of the most sought-after brands in the automotive world.
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While Italy does have some of the best clothing designers in the world, like Prada and Versace, Maserati decided they wanted someone with a fresher aesthetic. They decided to work with Hiroshi Fujiwara from Tokyo.
Fujiwara is well known for being "The Godfather of Streetwear," according to
Augustman
. He is a master of blending American hip-hop styles with all the bright lights of Tokyo. Originally a pioneer of Japanese hip hop, Fujiwara went on to be a clothing designer. His style caught on, and he went on to make specific clothing lines for Levis. The partnership between Fujiwara and Maserati was a match made in heaven. Just a few months ago, they released their capsule collection called “Fragment Meets Maserati.”
“Fragment” is the name of Fujiwara's personal clothing line. This is a limited capsule, so once it's sold out, it's gone forever.
Where can you buy the Fragment Meets Maserati capsule collection?
MORE: David Beckham Partners With Maserati While Doing Donuts in the New Levante
Items from this capsule are only available to purchase in two locations: either the online Maserati store or the HBX website. The limited collection includes oversized t-shirts, two hoodies, and a black ball cap, which are adorned with logos from both brands. If you want to get your hands on some of these items, you better act fast before they're gone.
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