Cover Rudy Project marketing director Simone Barbazza participating in the Dolomiti Superbike 2018 (Photo: Dolomiti Superbike)
Rudy Project marketing director Simone Barbazza participating in the Dolomiti Superbike 2018 (Photo: Dolomiti Superbike)
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At the heart of the Italian luxury sportswear brand Rudy Project is a story as bold as its performance-driven designs: a chance encounter in a bar, a friendly wager and a vision born from meaningful connections
“It was a great party,” Rudy Project marketing director Simone Barbazza says of the recent anniversary celebration at Castelbrando, a historic castle nestled in the Prosecco hills. “We thought the brand deserved to celebrate this milestone in a proper way. We brought together our employees, international distributors, athletes and VIPs—it was a great moment for everyone connected to Rudy Project.”
Founded in 1985, the brand’s genesis is laced with myth and ambition. Barbazza recounts the oft-told tale: “My father Rodolfo was working for Sidi, which is still today one of the most successful brands for cycling shoes and motorbike boots, and also Marzocchi, which makes forks for motorbikes. He would often travel the world selling those, when one morning in Treviso, he had coffee with a friend [who sells lifestyle sunglasses] who said, ‘You’re lucky, Rudy. Sunglasses are the hardest thing to sell.’ And my father, never one to shy away from a challenge, replied, ‘I can sell anything. I’ll bring my own sunglasses next month—with my name on them.’ That was the bet.”
See more photos Rudy Project celebrates 40 years of pushing the limits of modern sportswear at Shangri-La The Fort, Manila
Above Rudy Project’s marketing director, Simone Barbazza, visits the Philippines to celebrate his father’s legacy and unveil what lies ahead (Photo: courtesy of Rudy Project Italia)
Rudy Project’s marketing director, Simone Barbazza, visits the Philippines to celebrate his father’s legacy and unveil what lies ahead (Photo: courtesy of Rudy Project Italia)
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While the story borders on legend, Barbazza confirms that his father had already been contemplating something beyond a coffee-shop challenge. “He wanted to make a gift—something personal—glasses with his name on them.” Barbazza clarifies that his father already had a prototype ready for sports eyewear when he accepted the wager.
But fate had other plans. At the 1986 UCI Road World Championships in Colorado Springs, Rudy met cyclist Moreno Argentin and offered him a pair of Rudy Project glasses along with a verbal promise: “Wear these tomorrow when you race—and if you win, I’ll give you 10 million liras.” Argentin won, and so did Rudy. The buzz around the eyewear was so strong, Rudy left his former ventures behind to launch Rudy Project in earnest.
This defining mix of vision, audacity and timing is, Barbazza insists, part of the brand’s DNA. “What my father started was one of the first eyewear brands specifically created for sport. He saw the potential for performance gear that addressed the needs of athletes—not just as accessories, but as tools of enhancement.”
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Above Cristiano and Simone Barbazza at the 40th anniversary of Rudy Project held at Castelbrando (Photo: courtesy of Rudy Project Italia)
Above Julie and Gabriele Boschi of Rudy Project Philippines during the Tatler Philippines-hosted party for Rudy Project’s 40th anniversary (Photo: Ian Santos / Tatler Philippines)
Cristiano and Simone Barbazza at the 40th anniversary of Rudy Project held at Castelbrando (Photo: courtesy of Rudy Project Italia)
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Fast forward four decades, and Rudy Project continues to lead through innovation, guided by a clear philosophy. “We believe that performance starts in the head,” Barbazza explains. “Our heads contain our most critical senses for sport: sight, hearing and temperature regulation. Our job is to develop eyewear and helmets that maximise those capabilities.”
To that end, Rudy Project invests heavily in two pillars: scientific research and sustainability. “We work closely with elite athletes worldwide, studying their needs and constantly refining our materials and designs. At the same time, we’ve been committed to environmental responsibility. I launched our ‘Right to Zero’ programme in 2020 to push for holistic sustainability—recycling, yes, but also championing physical and mental health through sport.”
Above A glimpse of the 40th anniversary event of Rudy Project at Castelbrando, Italy
This commitment materialises in new products like the Performance 40 sunglasses—a nostalgic yet forward-thinking nod to the brand’s origins. “We scanned the original pair that Moreno wore and rebuilt it using advanced 3D printing and a special titanium base.”
Equally significant is the Sinergy Helmet, a new design aimed at circular economy principles. “We’ve made a helmet where all parts can be disassembled and recycled. Most helmets are fused from different materials, making end-of-life recycling impossible. Ours uses Monomat technology—just one material for the outer shell, so consumers can fully recycle it. It’s affordable, versatile and suited to road cycling, mountain biking, commuting—you name it.”
The company’s focus has expanded beyond elite athletes. “We recognise the growing interest in recreational sports—especially in places like the Philippines, where running, trail hiking and even urban cycling are taking off,” Barbazza says. “That’s why we’ve partnered with UTMB, the world’s leading trail running series. We’re not just equipping the pros—we’re developing eyewear for anyone embracing sport as part of their lifestyle.”
Simone Barbazza and Gabriele Boschi unveil the Performance 40 and Sinergy Helmet that celebrate Rudy Project’s 40th anniversary, held at Shangri-La The Fort (Photo: Ian Santos / Tatler Philippines)
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Besides technological strides, Barbazza insists that quality control and human connection remain the company’s cornerstones. “We have three key areas: product development, rigorous quality control—we inspect every item before shipping—and constant collaboration with our athletes. It’s a tripartite system built on trust and dialogue.”
Now overseeing the brand with his brother Cristiano, Barbazza is conscious of his father’s legacy—not just in business, but in spirit. “For Rudy, this was never just about profit. It was about passion. My brother and I are following that example.”
This approach has been especially impactful in Southeast Asia. “The Philippines is one of our most historic markets,” Barbazza notes. “We’ve worked with Gabriele Boschi, president and CEO of Rudy Project Philippines, since 1998. Our growth strategy here is about continuity. It’s about visiting every year, understanding the culture, staying in conversation—not just between companies, but between people.”
Above Simone Barbazza takes a selfie while at the Silmo optical show in Paris (Photo: courtesy of the subject)
Simone Barbazza takes a selfie while at the Silmo optical show in Paris (Photo: courtesy of the subject)
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At the core of this strategy lies an appreciation for cultural exchange. “I’m inspired by the diversity of the places we visit,” Barbazza reflects. “Every culture brings its own perspective on sport, on lifestyle. There’s always something shared—a mutual appreciation for movement, effort and connection. That’s what drives me.”
As Rudy Project moves into its fifth decade, its vision remains rooted in that same ethos: a fusion of innovation and intimacy, performance and purpose. From a bet over coffee to a global enterprise, the company continues to prove that the best ideas don’t just come from the head—they protect it too.
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About
Before assuming the Art and Culture Editor position, Franz has always had a penchant for visual and performing arts. He is passionate about exploring and writing about the local cultural scene and rediscovering the country’s storied past and rich heritage. Besides working on this luxury lifestyle magazine, Franz is an avid book reader, local traveller, museum-goer, chorister, and community theatre playwright.
Work
Franz earned a degree in Journalism from the University of Santo Tomas. He writes about local visual and performing artists and their craft; drinks wines, liquors, and spirits and talks about the creativity of their respective winemakers and master blenders; tries to learn more about business and investments; respects the tradition and artistry that go behind the making of watches and jewellery; and appreciates the genius of architecture and creative design.
As head of Tatler Philippines’ pool of writers, he helps them bring impactful and socially relevant stories to light.
For any leads, you may reach him through @franzsorillaiv on Instagram or franz@tatlerphilippines.com via email.
