Because “the cold, energy-efficient process permanently fixes the powder to hides, transforming industrial waste into UV -, water and abrasion resistant textured surfaces – with high grip and improved mechanical performance”. That’s the reason behind the decision of ADI Design Index 2025, which selected Brutus. This year’s decision allows the Turin-based leather clothing brand, which came to market in 2020 with a strong charge of innovation and quality, to compete for the Compasso d’Oro 2026. “A great emotion and a great reason for pride”, comments Giuseppe Rizzo, general manager and co-founder of the brand together with Federico Rizzo and Antonio Gargiulo. “The recognition of the Industrial Design Association (ADI) is a confirmation of the positive work we are doing. We consider it an achievement to be shared with those who have supported us in our journey, such as UNIC – Italian Tanneries and Lineapelle”.
ADI selects Brutus
ADI has rated BrutusTireDust processing (in photo) as worthy. “A new treatment on vegetable-tanned leathers”, reads the description, “to coat them with powders from exhausted tires. The brand’s team (joined in 2023 by Alfredo Solimena) took inspiration from the world of motorcycling and brought it to high-end craftsmanship. “We are a young and small company”, Giuseppe Rizzo continues, “but since we have been active, we have offered, in addition to BrutusTireDust, seaweed work and hide tattoos. We opened a store in Turin and an e-commerce that works, and we participated in two fashion weeks”.
The market moment
One can interpret ADI’s selection as a seal of approval. “We are growing: growth based on value and not volume, clearly”, Rizzo explains. “Ours is a high-quality offering, for a conscious customer who doesn’t want a logo to feel something, but just an excellent product. That’s why we focus on community, service, and customization”. Brutus took its first steps when the fashion market was flying on the wings of revenge shopping and it now continues on its path, even when luxury consumption has cooled (to say the least). How do changes in the scenario affect the brand? “We observe a transformation of the public that, paradoxically, favors us”, Rizzo replies. “There are many who are disappointed by big brands and are looking for an offering that isn’t just fashion, but rather focused on value. That is why Brutus must remain unique”.
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