Founder and creative director
Brand, product, events
2011–2026
Motorcycle apparel
Fuel started in 2011 as a brand I wanted to exist and couldn't find: something built on the vintage side of motorcycling, made by someone who actually rode.
Build the DNA first, in metal, then let everything else grow out of it.
I started by customising bikes — road machines converted for dirt, knobbly tyres, bash plates, one at a time and slowly. Scrambler wasn't a word anyone was using yet. It would have been faster to start with t-shirts, but a brand built on graphics has nothing underneath it. The bikes were the proof that the point of view was real, and everything Fuel made afterwards had to trace back to them.
Over thirty bikes came out of the workshop, and they earned the brand its name: BMW Germany, Ducati and Triumph each commissioned a Fuel build for their own festivals.
Once the brand had standing in the custom world, apparel followed — first t-shirts and caps, into a market that had nothing for this rider, then technical gear. The Sergeant trousers came out of the gap nobody was covering: jackets had options, riding trousers didn't. It became a reference in the scrambler category, and has been copied since. Gloves, jackets and full technical lines followed, into a catalogue broad enough to dress a rider completely.
Then the part most brands stop short of. We had built the bike and the clothing; the last piece was the ride itself. So we designed one — Scram Africa, a hard crossing of Morocco on exactly these machines. Sand, rock, and bikes never meant to go there. Nobody had done it with scramblers. Fourteen editions later, it's still running.
Every piece had to trace back to the bikes. A selection from fifteen years of product design — technical gear, casual apparel and accessories.
Fifteen years, over thirty bikes, three factory commissions, more than 200 apparel and accessory references, a product other brands copied, and an event now in its fourteenth edition.
What it proves is the method, not the milestones: bike, gear and experience all pulled out of one idea. That's what makes a brand people stay with — not the product on its own, but the whole thing holding together.
apparel and accessory references
custom builds, 3 commissioned by factories
editions of Scram Africa
This kind of work starts with a thirty-minute call and a fixed scope.