The Soriano brand, established 120 years ago in Spain by Ricardo Soriano, the second Marquis of Ivanrey and founder of RACE (Royal Automobile Club of Spain), has unveiled a new fashion line, along with jewellery, perfume, and electric motorbikes. The company, now led by Soriano’s grandson, Marco Antonio Soriano, is expanding its scope.
The company has introduced two new fashion lines: Attitude, featuring baseball caps, T-shirts, and jackets, and Rebellious, which includes trainers, belts, trousers, and shorts. Soriano explains that the Rebellious line complements the Attitude line to create a “complete look”. The company plans to showcase these collections in Milan, Paris, and New York in 2024.
Soriano emphasizes that the clothing items are sustainable and of high quality. He insists that the collections are not just for motorbike enthusiasts, but for anyone who appreciates them and wants to dress uniquely, with an Italian flair. The goal is to blend tradition, innovation, and elegance.
For the first collection, Soriano collaborated with two British artists to create “art on leather”. The second project is centered around the brand’s symbolism and spirit. The perfume line was created in collaboration with Greek artist Carlo Dali. The ongoing jewellery collection, which will feature a line of watches and glasses, is being developed with Marbella designer Luz Rodríguez, founder of the Luz de Nehca brand.
In 2024, the company plans to launch 5,000 electric motorbikes, including three custom models with gearboxes: the Giaguaro V1 Gara, the V1S, and the V1R, all made entirely in Europe.
The company’s motorbikes are fully manufactured in Europe, a rarity among brands. Prices range from 35,000 to 55,000 euros, depending on the customer’s preferences, as the bikes are fully customizable.
Soriano Motori is committed to innovation while honoring its roots. The CEO emphasized the company’s ongoing commitment to “promote Marbella”, stating, “This town is part of my DNA, we are always warmly welcomed here. I aim to uphold my family’s legacy in Marbella and put it back on the map.” His grandfather, Ricardo Soriano, was a significant figure in promoting Marbella before the tourism boom, which is why the town’s main avenue is named after him.
The company is also contemplating establishing a business incubator to support local entrepreneurs. Marco Antonio Soriano believes that entrepreneurship is about “overcoming fear: I thrive on risks and challenges; if I see something I like, I want to enhance it”.
