Founded in 1872 by the young Giovanni Battista Pirelli, Pirelli & C. began diversifying its products well ahead of its time and investing in the promising automotive industry.
The 1920s saw the development of the innovative Cord technology, successfully applied in the most important competitions of the day and definitively associating the brand with high performance products. In the early 1950s Pirelli developed the revolutionary Cinturato radial tyre, still in production today, and also excelled in the cable industry, winning a contract to lay coaxial cables for the new long distance telephone network and Italian television communications. In 2002 Pirelli decided to deploy its industrial design expertise in the world of fashion, launching the PZero project. The name chosen for the apparel brand comes directly from the tyre invented in 1987.