New York, NY  — FUL, a leader in innovative travel gear, today announced an exciting new collaboration with FIAT, the iconic Italian automotive brand known for its unmistakable style and spirited personality. Together, the two brands unveil a vibrant, co-branded luggage collection that brings the joy, color, and character of FIAT vehicles to travelers around the world.

The license for the collaboration was facilitated by Stelantis’ licensing agency, IMG Licensing.

Inspired by FIAT’s Italian legacy, the collection features bold colorways, playful details, and unmistakable automotive elements that transform everyday travel into an expression of individuality.

“This collection is about more than luggage—it’s about attitude,” said Sam Hafif, CEO at FUL. “FIAT has always stood for freedom, fun, and fearless design. We wanted to capture that same spirit so travelers can ‘Drive Their Style’ wherever they go.”

A Collection That Moves You

The FUL x FIAT collection channels the energy of FIAT’s most beloved model, the FIAT 500 incorporating:

• Bright, expressive colors inspired by FIAT’s iconic palette
• Signature design cues such as rounded silhouettes, FIAT 500 hubcaps, and interior linings
• Lightweight, durable construction for effortless mobility
• Smart interior organization designed for modern travel

From carry-ons to full-size suitcases, each piece is crafted to reflect FIAT’s philosophy: “Life is best when you’re having fun.”

Italian Spirit, Global Adventure

FIAT has long celebrated individuality and joyful living—values that resonate deeply with today’s travelers. With messaging rooted in campaigns like “Simply More,” “Driven by Passion,” and “Enjoy the Ride,” this collaboration invites consumers to embrace travel as an extension of personal style.

“With this debut, the first collaboration in the luggage category with FIAT, officially launches. A licensing collaboration that celebrates Italian Dolce Vita and a shared passion for functional design, transforming the travel experience into a natural extension of a modern, urban and dynamic lifestyle, exclusively for the North American market.” Adolfo Gonzalez Milano, Head of FIAT North America

Availability

The FUL x FIAT luggage collection will be available starting April 27th at select retailers and online at www.ful.com

About FUL
FUL is a global leader in travel goods and lifestyle accessories, known for combining function, durability, and trend-forward design.

About FIAT
FIAT is one of the world’s most iconic automotive brands, celebrated for its Italian heritage, innovative design, and commitment to making mobility stylish, accessible, and fun.

About IMG Licensing

IMG Licensing is the global leader in brand licensing, managing licensing programs for many of the world’s best-known brands and trademarks. With more than 25 offices worldwide, IMG Licensing delivers innovative brand growth across fashion, entertainment, sports, food, gaming, and lifestyle categories. IMG Licensing is part of WME Group. For more information, visit imglicensing.com