Haute has always known how to evolve, but rarely does it shed its skin quite so publicly. With The Open Road Collection, Bentley Motors partners with London-based fashion disruptor PICANTE for a capsule that’s not just collaborative—it’s cultural alchemy. The seven-piece drop, which includes a limited-edition bomber jacket, lambswool knitwear, caps, and engineered tailoring, is both a rebranding of sorts and a statement of intent.

Bentley, the 105-year-old carmaker synonymous with heritage, leather, and luxury cruising, could have rested on its laurels. Instead, it’s revving into new terrain, fueled by PICANTE’s hyper-aware, streetwise design language. The result? A collection that doesn’t just wear the Bentley badge—it drives the brand into the future, one stitch at a time.

Scene Change: From Heritage to Hype

At first glance, Bentley and PICANTE might seem like an odd couple. One is born of aristocratic motoring excellence; the other of fashion’s underground playground. But that tension is exactly what makes The Open Road Collection so compelling.

Bentley is no stranger to craftsmanship. Think hand-stitched interiors, heritage leather workshops, walnut veneers. PICANTE, meanwhile, is all about craft recontextualized—known for cheeky tailoring, subtle rebellion, and a London-born irreverence that subverts traditional menswear codes.

Together, they’ve created a capsule that balances these energies:

• A black leather bomber jacket embossed with Bentley’s winged insignia, nodding to the carmaker’s motorsport roots while embracing streetwear muscle.
• Lambswool knit sweaters in road-dusty neutrals, finished with subtle trims that echo interior detailing from the Bentley Continental GT.
• Wool suiting with contrast piping, each stitch tracking like tire treads across tarmac.
• Racing caps adorned with PICANTE’s embroidered signature script and Bentley’s “Flying B.”

This is not merch. It’s menswear with narrative, blending the formality of the British countryside with the grit of the capital’s fashion-forward edge.

The Collection: 7 Pieces, Infinite Meanings

Each piece in The Open Road Collection has been designed with layered meaning—a nod to Bentley’s legacy, PICANTE’s subculture fluency, and the road in between.

The Bomber Jacket (The Flagship)

Constructed in thick, buttery Nappa leather with a high-gloss finish and subtle red-stitch detailing, the bomber is more than a nod to motorsport heritage—it’s a reassertion of it. The back features a tonal embossed Bentley emblem, while the collar subtly quotes PICANTE’s signature internal branding: “Drives Like A Dream.”

The Engineered Knit (The Memory Lane)

This lambswool crewneck is available in three tones—graphite, birch, and royal blue—and features cuff details reminiscent of Bentley’s steering wheel stitching. A tag inside each piece reads Hand-tuned, not mass-produced—a mantra pulled straight from Bentley’s design department.

The Driving Trousers (The Chicane)

Tailored but relaxed, these wool trousers borrow their silhouette from ‘50s race day slacks and include an adjustable side cinch. A silk lining printed with archival Bentley brochures adds an element of collector-level surprise.

The Twin-Logo Cap (The Pit Stop)

Cotton twill caps embroidered with a dual-logo system: PICANTE’s angular logotype on the side, and Bentley’s classic wings on the crown. Available in black, deep green, and sandstorm beige.

The Flight Vest (The Torque Layer)

Ultra-light nylon, minimalist zip hardware, and a detachable wool collar—this vest is cut for layering but tough enough for open-air autumn drives. The internal paneling is inspired by Bentley’s Continental seat contours.

The Scarves (The Drift Line)

Merino-blend scarves with dual-color stripes and tassels, made to flutter in motion. The labels read: Woven for tailwinds.

The Overnight Bag (The Long Weekend)

Crafted in pebbled leather and technical canvas, this bag’s monogrammed hardware and padded interior make it ideal for impromptu getaways. It’s logo-free, but Bentley and PICANTE are sewn into its geometry—right down to the grip-stitched handle.

Fashion’s Role in Automotive Storytelling

Bentley’s move to partner with a fashion house might seem purely commercial, but it’s also deeply strategic. In 2024, cars are no longer just vehicles—they’re lifestyle statements. And while many automakers have played with merch, few have leaned into fashion as a medium for narrative.

The Open Road Collection doesn’t promote cars—it extends Bentley’s design ethos into the body. It’s a tangible invitation into the world of high-performance, luxury craft. By doing this with PICANTE, the brand communicates that it’s not afraid to let go of the wheel and let a new generation steer the aesthetic.

PICANTE, for its part, hasn’t sacrificed its voice. The capsule retains its downtown energy, with subtle subversions—oversized cuts, internal quotes, graphic tags—that speak to its loyal following. It’s Bentley for a new crowd. Not the one with inherited keys, but the one making their own roads.

A New Kind of Brand Language

As Bentley charts a more inclusive path into electrification and urban luxury, The Open Road Collection serves as a mood board for the next era. It tells a story not just of product, but of intention:

• Inclusivity over exclusivity
• Movement over stasis
• Narrative over nostalgia

The collab also nods to Bentley’s recent brand pivots—its electric EXP 100 GT concept, a sustainability initiative focused on low-impact materials, and its ongoing experimentation with digital storytelling.

PICANTE amplifies these moves with fashion that doesn’t pander. There’s no need to show off here. The branding is quiet, the cuts are thoughtful, and the collection feels like it’s built not for attention, but for expression.

Reception and Response

Critics and customers alike are calling the drop one of the most unexpected high-fashion-meets-high-horsepower launches of the year. Hypebeast and Highsnobiety both featured the collection as a top-tier December capsule. Vogue’s digital director called it “the rare automotive crossover that doesn’t feel promotional—it feels poetic.”

Pop-up installations in Shoreditch and Mayfair drew crowds across fashion and automotive circles alike, with stylists and collectors queuing side by side. Rumors of limited restocks and unreleased colorways have already begun circulating among community forums and resale platforms.

And the fans? They’re loving it. “Finally, a Bentley I can wear,” one TikTok user posted, showcasing the bomber layered over a vintage Joy Division tee. “This jacket’s going to outlive my car,” joked another.

Impression

The Bentley x PICANTE capsule is more than just a fashion moment—it’s a blueprint for modern brand evolution. It blends streetwear cool with automotive heritage, proving that luxury doesn’t have to mean looking back. It can mean moving forward—with intention, collaboration, and bold design.

The Open Road Collection is not just a glow-up for Bentley. It’s a challenge to the industry: if your brand doesn’t evolve beyond its core product, are you really driving into the future—or just idling in place?

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