Lapo Elkann is an Italian heir to the Fiat fortune, but has had his share of misfortunes. In 2005 he was in a coma after taking cocaine possibly laced with heroin. He has been in the European jet set circle and is now starting to link with Italian companies and start fashion p.r. and market high end sunglasses under the brand name ,Sever, which cost $1300 U.S. dollars.
