Fernando Alonso enters fashion industry by investing in lifestyle brand Kimoa

Article by Christian A., on May 15, 2017

Fans of Fernando Alonso have a new reason to celebrate. Already considered as one of the best Formula One drivers ever, this Spanish-born race car driver already has two world championships. While he is currently driving for McLaren-Honda, he won’t be joining this year’s Monaco Grand Prix in order to get the chance to be part of the Indianapolis 500.

That is not all that is keeping him busy though as it turns out Alonso will be adding in fashion label businessman to his list of achievements. For those who know him, Alonso is an individual who is not happy with settling for what comes easy for him. Rather he is a person who wants to go beyond the limits in order to have new experiences and have new adventures.

This latest venture has him investing in Kimoa, a fashion lifestyle brand he put up in partnership with some of his friends. It took at least 18 months to set things up but Kimoa has finally been launched a few months ago.

In an interview with Motorsport, Alonso said he, along with some friend and a few investors, had been in serious discussions about embarking on something new. Among the ideas that were thrown around are a beach bar and even a restaurant, he added. However, the group knew that they wanted something bigger, and this is where putting up a clothing brand entered the picture. He said that it would be a clothing brand that would match each of their unique lifestyles. Though the idea goes back some years, the actual work only began more than a year ago.

Those who closely follow Alonso would likely have noticed that he has started the Kimoa brand. In fact, he wore a Kimoa cap while on IndyCar simulator. Looking at the design of Kimoa’s products, it is clear that it is his love for the sea that served as the inspiration. Incidentally, the name Kimoa is Hawaiian which means sitting and watching the sun going down together.

In the same interview with Motorsport, Alonso shares that the brand is the result of years of travelling and even more years of discovering new things. Kimoa has the lifestyle, message, and values that suit what Alonso wishes for. He shares further that being from Spain and living near the sea, he would go to the beach almost every morning. There he would sit and watch the powerful sea.

However, he adds, when he moved to Switzerland, one of the things he truly missed was the sea, its feel and smell, to name a few. Alonso’s decision to establish a clothing company is a bit unusual but is a pleasant surprise to many race car fans as super stars in this field generally go for endorsement deals and stick to them.

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Topics: fernando alonso



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