Alexander Fury talks to Ferrari creative director Rocco Iannone about upcycling car materials into clothes, the ubiquity of the brand in Italy, and why they are the “haute couture automotive company”
AF: I was going to ask you, what does Ferrari mean to you as a name? But as you said, in that context, it’s something used by other people as a mark of excellence.Because a lot of people that talk about Ferrari always use the word passion, but passion means a lot of things –
In our case, craft always means research and technology. So for example, the first mission for the product team is always to think about sustainability through the lens of technology – how to give second life to raw materials, how to recycle something that comes from our factory into something new. And this process of research is fascinating, to link the idea of sustainability to technology. That is something you expect from Ferrari.
RI: For me, it’s the most fascinating aspect, because the contamination with a different territory is something that can only enrich. Fashion people, we are used to staying in our own landscape, in our world. But instead I Leather – how we use leather, the techniques and also how to recycle the elements of leather that they cannot use because they needesearch in terms of material finishing and crafts in that sense is very important.
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