The Dainese New York store will host an in-store experience dedicated to the Custom Works program, a journey into the brand’s racing heritage where artisanal tradition, a culture of protection, and technological innovation converge.
At the heart of the activation, a numbered display case from the Dainese Anniversario project will present the Demone GP D-air® 3X suit and the AGV Pista GP RR helmet, a limited edition created to celebrate Valentino Rossi’s 46th birthday. The collection was produced in only 46 pieces, conceived as a tribute to a MotoGP legend and connected to an important charitable initiative supporting UNICEF’s Road Safety for Children program.
Alongside it, Franco Morbidelli’s racing suit, worn during the current MotoGP season with the VR46 Team, will bring a fragment of contemporary competition into the store. Visitors will also step into the process behind creating a made-to-measure leather garment through the Custom Works experience, discovering how a personalized racing suit takes shape. The journey concludes with a moment of pause and sharing inspired by the Italian ritual of an Illy espresso.
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