Triumph Motorcycles to launch new lifestyle apparel range

By

Sandra Halliday

Published
Jun 24, 2019

Triumph Motorcycles, the heritage British bike brand, is to launch a brand new menswear lifestyle apparel range at trade show Selvedge Run in Berlin early next month with the aim of selling the offer through independent distribution channels across the UK, Europe and the US.

The news comes as the brand plans to launch a new UK e-commerce website in early 2020.

The company said that “paying homage to the bold and original designs of its motorcycles, Triumph Motorcycles has created its lifestyle apparel collection to mirror this." The pieces have been "designed to be worn by men with authentic, functional style,” and the collection features moto-influenced detailing and comprises of jackets, denim, shirts, T-shirts, sweats, hoodies and caps.

Its dealerships will also continue to sell core merchandise and rider-specific protective wear. 

The company has been making apparel for decades but the new move is a key step in reaching consumers outside of its core biker clientele. 

The firm’s clothing director Kevin Charles said: “As the request and demand for Triumph Motorcycles branded apparel expanded, we made the decision to shift the brand’s lifestyle apparel into independent retail channels to make it more accessible to consumers, whether motorcycle riders or not.”