SPIDI was founded in 1977 in Montebello, Italy, by Renato Dalla Grana. The MOTORSPORT LIFESTYLE™ concept holds the SPIDI brand’s traditional mission. The steady effort to improve the quality of motorcycling is not limited to safety, comfort and ergonomy anymore. In the past, the success of a product was essentially bonded with its capacity to satisfy motorcyclists’ needs: protection against cold, rain, wearing, along with its handiness and functionality. Nowadays, the same evolution of consumers’ society elevated individual expectations towards new kind of products whose essence is codified in the product/design/communication mix.