Ahead of the 2024 Miami Grand Prix, M.Gemi and Peroni Nastro Azzurro 0.0% — the Italian beer company’s premium alcohol-free line — are partnering on a driving loafer. And it’s inspired by the “adrenaline-fueled world of racing.”
This marks the second collaboration between the pair following a sneaker tie-up in 2021.
The duo’s shared Italian heritage and admiration for traditional craftsmanship have brought the brands together again — this time for a collector’s item for race and fashion enthusiasts alike.
“Embracing our shared Italian heritage and core brand values, we are thrilled to announce our partnership with Peroni,” said Maria Gangemi, founder of M.Gemi. “Together we celebrate Italy’s exquisite craftsmanship and storied history through our collaboration in crafting a limited-edition driving moccasin in our small Italian workshop.”
The Felize, M.Gemi’s best-selling suede loafer, has been given a modern twist and upgraded to feature a custom sock with Peroni’s Chequeroni race flag design and signature Peroni tag. While the loafer maintains its traditional moccasin craftsmanship, the new design pays tribute to the Tifosi, Ferrari’s die-hard and passionate race fans — Peroni Nastro Azzurro 0.0% is the official sponsor of the iconic Italian racing team.
The shoes are available for both men and women in “Peroni Red” and “Peroni Blue.” They are available for purchase beginning April 29 on M.Gemi’s website for $228 — while the limited-edition quantities last. To further promote the collab, the brand is offering new customers a 50-dollar discount when they use the code “PERONI50”.
The brands are also hosting a pop-up event to celebrate the partnership on May 3 at the Arlo Hotel in the Wynwood neighborhood of Miami. Customers can customize their pair of driving loafers while sipping on the alcohol-free beer.
“The combination of M.Gemi’s premium craftsmanship and shared heritage is integral to the experience we hope to give consumers,” said Courtney Benedict, vice president of market of above premium beer at Molson Coors Beverage Company. “This second iteration of the partnership delivers a fresh take on a classic driving loafer that is a perfect combination of premium style and function for the racing fans on and off the track.”
