07 — Dainese
Dainese focuses its mission on body and life protection. Its keyword is “safety” and its principal products are “protections”. It is in this light that Lino Dainese, the company’s founder, although operating with a wide margin of invention within the narrow framework of absolutely reliable body protection, explains the starting point of his corporate goal: “We feel closer to medicine than to fashion”. When the first functional back-protector model made by Dainese, named Aragosta (lobster), saved the spine of racing driver Freddie Spencer after a fall on the Kyalami circuit in 1981, it came as a turning-point in Lino Dainese’s business development. From motorcyclists’ clothing he switched to protection gear: devices to complete the motorcyclist’s apparel. Over the years, that safety culture steadily advanced and the firm’s interest in body armour expanded to include new applications such as the protection gear used by the Luna Rossa’s Prada Pirelli Team during the 36^ America’s Cup presented by PRADA.