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Alpinestars marked 50 years of “protection, performance, innovation and style” at a star-studded party in the heart of the world’s fashion capital, Milan.

Guests - including racers past and present and industry personalities, as well as TV celebrities and fashion writers - joined company founder Sante Mazzarolo and current CEO Gabriele Mazzarolo to celebrate the special occasion.

Among the former luminaries in attendance were legendary, multiple World Motocross champion Roger DeCoster, three-time Grand Prix motorcycling world champion Kenny Roberts, five-time Grand Prix world champion Mick Doohan, multiple Grand Prix winner Randy Mamola and the multi-discipline star Jean-Michel Bayle.

Also present were reigning MotoGP World Champion Jorge Lorenzo, his great rival Dani Pedrosa, Dakar Rally legends Marc Coma and Nani Roma; Superbikes stars Carlos Checa, Chaz Davies and Eugene Laverty, together with ‘king’ of the Isle of Man TT John McGuinness.

F1’s Mark Webber was joined by fellow driver, Sauber’s rising star, Nico Hulkenburg. They were surrounded by world-class drivers from top-level international championships, all with a long-standing relationship with Alpinestars in common.

Guests were treated to a specially commissioned exhibition, charting the company’s 50 years of class-leading innovation and product development, as well as a Hall of Fame display of championship-winning products, used by many of the stars in attendance. Alpinestars also launched a commemorative book, packed with images and anecdotes, describing a rich and successful story in the world of motorsports, motorcycling, cycling and action sports.

While motorsports was widely represented, the world of fashion and entertainment was also out in force. Italian TV personalities Elisabetta Canalis and Maddalena Corvaglia, both motorcycle riding fans, were amongst a host of fashion industry personalities who have become devotees of the Alpinestars brand.

Sante Mazzarolo, who founded Alpinestars half a century ago, presided over the celebration.