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Electric SUV series Extreme E adds LuisViaRoma as fashion partner

Extreme E's global launch in London. (Photo by Luke Walker/Getty Images for Extreme E)

Extreme E has signed up LuisaViaRoma as its Official Fashion Partner.

The new electric SUV off-road racing series has agreed a four-year deal with the luxury Italian fashion retailer.

The inaugural season is planned to begin in early 2021 and will now feature LuisaViaRoma as the exclusive online retailer for Extreme E branded clothing and apparel.

Alejandro Agag, founder and chief executive of Extreme E, said: “I have known the team behind LuisaViaRoma for a long time, and they are always open to using their influential fashion business to support social projects which have a positive impact on the world, and that is why this partnership between LuisaViaRoma and Extreme E is so appealing.’’

Andrea Panconesi, founder and chief executive LuisaViaRoma offered more detail on the activation of the agreement. He said: ‘’For each race, LuisaViaRoma will select a brand which will develop a special collection according to the location.’’

The new competition focuses on social impact and sustainability. It will aim to highlight climate change challenges and contribute to the restoration of the remote areas its races will take place in.

Further announcements regarding Extreme E are expected as its first season becomes more imminent.