Carrera Digital 124 BMW M1 Procar " Denim"
Item No. 23909
When you see the 1980 BMW M1 DENIM in its blue and white livery, the first thought that comes to mind is, of course, that the sponsor could be a jeans manufacturer. Of course: DENIM isn't the trade name for the cotton fabric from which jeans are made for nothing. Add to that the blue and white color: the association is clear.
But that's completely wrong. A glance at the windshield and the glare strip above reveals the words DENIM After Shave. And that brings us a good deal closer to the sponsor.
Behind DENIM is the luxury group FABERGE Cosmetics (which has nothing to do with the famous Faberge eggs). The company was founded in the USA in 1937 by Russian immigrant Samuel Rubin. In 1951, after paying royalties, it reached an agreement with the Faberge descendants to use the famous name.
The DENIM brand was founded in 1976. In 1978, the UNILEVER Group launched the aftershave in Italy. In 1980, the prestigious sponsorship of Formula 1 began. Hence the advertising on the BMW M1; the Procar series ran as a prelude to the Formula 1 races. In 1981, DENIM began airing television commercials, with a legendary video that made TV advertising history in the 1980s—famous for its slogan:
“Per l’uomo che non deve chiedere, mai":
"For the man who never has to ask, never!"
CoMod Lotus
Item No. 23909
When you see the 1980 BMW M1 DENIM in its blue and white livery, the first thought that comes to mind is, of course, that the sponsor could be a jeans manufacturer. Of course: DENIM isn't the trade name for the cotton fabric from which jeans are made for nothing. Add to that the blue and white color: the association is clear.
But that's completely wrong. A glance at the windshield and the glare strip above reveals the words DENIM After Shave. And that brings us a good deal closer to the sponsor.
Behind DENIM is the luxury group FABERGE Cosmetics (which has nothing to do with the famous Faberge eggs). The company was founded in the USA in 1937 by Russian immigrant Samuel Rubin. In 1951, after paying royalties, it reached an agreement with the Faberge descendants to use the famous name.
The DENIM brand was founded in 1976. In 1978, the UNILEVER Group launched the aftershave in Italy. In 1980, the prestigious sponsorship of Formula 1 began. Hence the advertising on the BMW M1; the Procar series ran as a prelude to the Formula 1 races. In 1981, DENIM began airing television commercials, with a legendary video that made TV advertising history in the 1980s—famous for its slogan:
“Per l’uomo che non deve chiedere, mai":
"For the man who never has to ask, never!"
CoMod Lotus
