Concept, design and direction
Graphic identity, 30-piece collection, custom build, campaign
Scalpers
Fashion × motorcycle
Scalpers is an established Spanish menswear label with no motorcycle history. They wanted to move into that world and, more importantly, wanted it to be credible — which is the hard part. A fashion brand can print a piston on a t-shirt in an afternoon. Riders can tell.
Earn the codes instead of printing them.
We went to American beach racing in the forties and fifties: stripped Harleys and hot rods running on sand. It's a period with a real visual language and, crucially, one that sits naturally between fashion and motorcycling rather than borrowing from one to decorate the other. Then we built the collaboration the way that era would have: real gear, a real bike, a real race.
We started with the graphic identity of the collaboration, and applied it across the range as prints and labelling. Around thirty products, designed in two halves: casual — t-shirts, shirts, sweatshirts and knitwear — and genuine motorcycle gear with protection, including a leather jacket, gloves and a helmet. A fashion label selling protective equipment is the part nobody fakes.
Then the bike. We brought in a French classic racing team to build a 1937 BSA 500 for the project, and shot the campaign at The Race of the Lords, on the Italian coast — with the French team and the bike actually competing. Not a set dressed as a race.
A thirty-piece collection across casual and technical, an identity that held across both, and a bike that raced in Italy and then went on show in Scalpers' flagship store in Madrid. Product and experience running on the same idea, from the campaign to the shop floor.
products designed
1937 BSA 500, built to race
halves: casual and protective gear
This kind of work starts with a thirty-minute call and a fixed scope.