Alfa Romeo and Cotton On Men’s have partnered on a global licensing program
Alfa Romeo and Cotton On Men’s have partnered on a global licensing collaboration to bring the design character of the Italian automotive marque into a limited-edition menswear range now available in South Africa through selected Cotton On stores and online.
Janus Janse van Rensburg, Head of Marketing and Sales for Alfa Romeo at Stellantis South Africa, says the licensing partnership reflects how automotive culture increasingly intersects with fashion and lifestyle. “Alfa Romeo has always been defined by expressive design, engineering innovation and a racing heritage that continues to influence the brand today. Our vehicles are known for the emotional response they create on the road, and this collaboration with Cotton On Men’s allows that design language to find expression in a different space while introducing the brand to new audiences” he said.
Italian design translated into everyday style
The limited-edition Alfa Romeo & Cotton On Men’s collection draws on Alfa Romeo’s visual identity and 115-year motorsport legacy. The range includes graphic tees, fleece items and lifestyle pieces that take cues from the brand’s distinctive Italian styling. Dylan Cambridge, Brand Director of Cotton On Men’s, says the collaboration connects fashion with one of the world’s most recognisable automotive brands.
Cambridge said, “Cotton On Men’s is focused on building cultural relevance by connecting our product to the worlds that matter most to our customer. Alfa Romeo is an iconic brand with a legacy built on performance, design, and heritage, which makes it a natural partner for us. This collaboration allows us to translate that spirit into a limited-edition collection that brings automotive culture and everyday style together in a way that feels modern and globally relevant.”
Global collaboration with local storytelling
The collaboration launches across several Cotton On territories including Australia, the United States, South Africa and select Asia-Pacific regions. In South Africa, the collection will appear in selected Cotton On stores alongside local social media content featuring creators and lifestyle moments that reflect the energy around both brands.
Customers will see the collection styled in everyday settings, from road trips and travel to weekend social scenes, connecting the spirit of Alfa Romeo with the relaxed lifestyle Cotton On Men’s customers know and enjoy.
Competition connects fashion with performance
The launch will also feature a consumer competition offering experiential prizes linked to Alfa Romeo’s performance heritage.
Successful entrants stand a chance to win one of four hot lap track experiences in the current Alfa Romeo lineup at either Zwartkops Raceway in Pretoria or Killarney International Raceway in Cape Town. One grand prize winner will receive a one-week driving experience in the electrifying 207 kW Alfa Romeo Junior Veloce.
To enter, customers must follow @cottononafrica and @alfaromeo_sa then Tag the friend you’d bring along. Entrants need to read the Terms and Conditions: https://cottonon.com/on/demandware.static/-/Library-Sites-cog-megastore-shared-library/default/dwfc1bb094/group/terms-conditions/Alpha_Romeo_Competition_Terms_Conditions.pdf
Competition closed on 20 March 2026.
The limited-edition Alfa Romeo x Cotton On Men’s collection is available now in selected Cotton On stores across South Africa and online at CottonOn.com.
