Lamborghini announced a line of beachwear and accessories. The cheapest towel costs $190

Automakers often venture into apparel, leveraging their brand loyalty for more than just free advertising. Lamborghini's new partnership with high-end clothing company Orlebar Brown exemplifies this trend, but there's a twist: most items in this costly beachwear line lack visible Lamborghini logos.

Lamborghini's collection includes swim shorts, trousers, t-shirts, and a beach towel. The towel, boldly branded with Lamborghini's logo, is the least expensive item at $190.

Swim shorts start at $376, featuring designs like black fading to blue or red with black hexagons. Solid black or dark tan trunks are available for $518, each with bold Automobili Lamborghini branding on the back.

The priciest item is a silk long-sleeve shirt at $649, available only in black fading to dark tan. A linen button-up short-sleeve shirt costs $454, while a cotton version is $377. The most affordable wearable item is a nylon long-sleeve rash guard at $322, with bold branding on the sleeves.

The high prices are not solely due to Lamborghini's branding. Orlebar Brown targets affluent customers, making this partnership logical. This collaboration will continue through 2026, introducing several new clothing lines. For those seeking more affordable Lamborghini apparel, a Squadra Corse polo shirt is available for $63.

Source: Lamborghini