Concept, product design and creative direction
Collection, custom build, campaign
2024
Royal Enfield
Royal Enfield was launching the Bear 650 worldwide and wanted an apparel line to go with it. The bike itself was already a piece of storytelling — built around Eddie Mulder's 1960 Big Bear Run win — so the clothing couldn't sit next to it as branded merchandise. It had to come from the same place.
Dress the story the bike was already telling.
We went back to the race itself. In 1960, a sixteen-year-old rookie entered the Big Bear Run, a 150-mile crossing of the Mojave, against 765 riders and against Bud Ekins. He lost a footpeg halfway through and won anyway, on a Royal Enfield. That isn't a reference to borrow, it's a wardrobe: what those riders actually wore, the way American desert racing looked before anyone called it heritage. The collection took its cues from there rather than from a generic sixties mood.
A fifteen-piece line — jacket, trousers, gloves, hoodies, tees and caps — developed inside Royal Enfield's existing brand guidelines, with the visual language of late-fifties California desert racing running through materials, graphics and colour.
Then we built the thing the collection needed to be photographed against: a Bear 650 customised as a Baja desert racer. A bike made to be ridden hard over sand, not parked at a show. We took it to Morocco and shot the whole campaign there — stills and film, the full press and launch package.
The collection launched alongside the bike at the world premiere in California. The custom Bear then travelled the European circuit on its own — Wheels and Waves, Bike Shed London, Malle Mile — while the Morocco shoot ran across Bike EXIF, Pipeburn, Silodrome and Kickback, keeping the launch alive long after the press package had done its work.
pieces in the collection
European festivals
custom build, shot in Morocco
This kind of work starts with a thirty-minute call and a fixed scope.