Alfa Romeo is definitely trying to play to its strengths as a stylish Italian brand.
It now has a pair of jeans to compliment the MiTo model.
The project came about when Alfa Romeo teamed up with fashion expert Louise Roe to create a line of women's jeans based on the concept of the MiTo and its DNA button feature which allows drivers to choose from 3 different drive settings on the car - Dynamic, Normal and All Weather.
The contract then went to Bjork and McElligott, a London fashion house, who designed a pair of jeans with Alfa Romeo red-thread stitching and a waistband made out of top quality leather. The jeans also feature embroidering on the rear pockets. The serpent of the Alfa brand's badge stitched onto the right pocket with the fashion house's own emblem on the left.
The slim-fit jeans are available for purchase at www.mitojeans.co.uk. They cost £75 per pair (85 euros) with all proceeds going to Jeans for Genes, a charity for children with genetic disorders.