Pirelli was the first company in Italy to manufacture and sell waterproof clothing, drawing on its expertise in rubber and rubberised fabrics. Advertisements for Impermeabili Pirelli date back to 1910–14, followed by a complete catalogue of rainwear in 1919–20 and seasonal price lists in the late 1920s. By 1940, Pirelli raincoats were a well-established consumer product. Source: Pirelli Foundation
Pirelli ad for raincoats, 1940. Unknown artist.
Giuseppe Cappadonia, Impermeabili Pirelli, 1920 – 1921
