Ducati expanded its commitment to lifestyle branding with its Scrambler in an event at the Setai Hotel in Miami, Florida, this past weekend, revealing the fruits of its collaboration with Italia Independent, a sunglass, eyeglass and apparel company. A limited edition Scrambler with Italia Independent badging and other unique bits debuted alongside a new collection of sunglasses, marking the start of a three-year partnership between the two brands.
While the initial Ducati Scrambler reveal back in 2014 had a certain egalitarian appeal as an affordable, approachable bike compared to the high horsepower exotica populating the bulk of its line, this limited edition launch was all about creating a sense of exclusivity. Only 1077 of the Italia Independent Scramblers will be produced, and each will feature a black Termignoni exhaust, custom tapered handlebars, café nose fairing, bar-mount aluminum rear-view mirrors, a blacked-out engine and shortened mudguard. The aesthetics of the Italia Independent Scrambler have a steampunk bent, with the black pieces complemented by a Night Copper trellis frame, Night Copper aluminum wheels and a leather seat with Night Copper stitching. The corresponding Italia Independent sunglasses feature a similar color scheme.
“In these days in Miami we have been celebrating art and design, the ideal setting to present the first limited edition of the new Ducati Scrambler and a brand new eyewear collection, the first tangible result of our partnership with Italia Independent,” said Claudio Domenicali, CEO of Ducati Motor Holding in a company press release. “Lapo Elkann and his team of creative designers have brought a breath of fresh air and creativity to Ducati, and we are sure that this will be the start of an exciting partnership.”
“Art Basel has a certain charm which makes the launch of this all-Italian partnership even more special. Style and technology, heritage and innovation, but more than anything else cohesion and synergy between the two teams, consisting of men and women working together, are the true strength of our two companies and the key to success for this collaboration,” said Lapo Elkann, Co-Founder and Chairman of Italia Independent in the same press release.
The Ducati Scrambler website lists a suggested MSRP of $12,777 for the Italia Independent Scrambler.