A Lamborghini executive standing in front of three prominent Lamborghini models (a green Urus, an orange Revuelto, and a yellow Huracan) on a stage, with a large Lamborghini logo screen behind.

Lamborghini Wants Urus Owners to Dress the Part, Too

Three Italian luxury houses, one factory showroom, and a capsule of bespoke accessories you can only buy in Sant'Agata.

Lamborghini chose three Italian luxury houses and built a tightly controlled capsule of bespoke accessories that can only be experienced at the factory itself.

Heritage craftsmanship inside the Collezione Ad Personam showroom

Lamborghini furnished the Collezione Ad Personam showroom with pieces from Riva 1920, the Italian furniture maker, so that every surface reinforces the same message of heritage craftsmanship.

Artisan-scale collaborators, not global conglomerates

Hettabretz expanded into menswear in 1993 and remains family-owned through its third generation, a detail that aligns with Lamborghini's emphasis on heritage craftsmanship over mass production.

Urus owners already seek bespoke accessories

Urus owners actively seek everything from custom seat covers to carbon fiber exhaust tips, often turning to aftermarket specialists when factory options feel limited.

Appointment-only access at Sant'Agata Bolognese

The entire collection lives in the Collezione Ad Personam showroom at Lamborghini's Sant'Agata Bolognese headquarters, where clients meet representatives from each brand and personalize their selections.

Thirty jackets worldwide — scarcity by design

Hettabretz's suede jacket is limited to just 30 pieces worldwide, guaranteeing scarcity in a way that resonates with collectors who already think in terms of limited editions and allocation lists.

Narrower than Bentley or Rolls-Royce, sharper in execution

Lamborghini's approach is narrower in scope than its ultra-luxury rivals but sharper in execution: three carefully chosen partners, a single physical location at the factory, and no online storefront.

Built for the most engaged Urus clients

The appointment-only model and the limited jacket run suggest this capsule is aimed at the most engaged segment of the Urus client base, likely owners already configuring or taking delivery of new vehicles at the factory.