o make a product as mundane as tires seem sexy requires inventive advertising to say the least. But only the Italians could transform an actual tire manufacturer into a sexy lifestyle brand—even if it took them nearly 100 years to do it. We are of course talking about Pirelli, founded in Milan in 1872, whose name has come to represent “industry, culture, tradition, technology and passion”; the latter helped in no small part by the iconic calendar
