Lapo Elkann, heir to the Fiat empire and head of its brand promotion, has launched the first carbon fiber sunglasses under the Italia Independent brand. Elkann, who almost died in 2005 from a drug overdose, has come back in full force doing what he does best; designing and promoting accessories for the Fiat brand.
The sunglasses, the first to be made entirely out of carbon fiber, are the first “personal” accessories to be made by the Italia Independent brand. Sever, the name of the sunglasses, are said to be made of over 40 carbon skins and go through a special process ensuring that these sunglasses cannot be replicated as counterfeit. Their look and style also make them completely unisex. Italia Independent’s “Conceived, developed and produced 100% in Italy” is a new theme to promote pride in Italian craftsmanship and reinstate power of Italian luxury. The sunglasses will sell for 1,000 euros, which is $1300 in US dollars.
The theme of Sever and Italia Independent flow with Fiat’s branding promoting style, strength and Italian luxury. Will Fiat labeled fashion help increase loyalty and that must-have quality giving its cars and fashion accessories that “it” factor? What do you think?