Royal Enfield, a global leader in the mid-size motorcycle segment, launched its first ever apparel and riding gear range, exclusively for women in India. The company’s apparel division was started in 2014, with a single aim to create an ecosystem around pure motorcycling and enhance the motorcycling experience. The apparel range consists of lifestyle apparel and protective gear.
Guided by the spirit of being a pure motorcycling brand, it is only natural for Royal Enfield to create a collection of clothing especially for the women riding community. Puneet Sood, Head – Apparel Business, Royal Enfield spoke to IMAGES Business of Fashion on how the clothing range has been designed to be aspirational yet accessible and support women in their pursuits of exploration.
What is the attraction behind launching an apparel line for women? How important are women consumers to your business?
The philosophy of pure motorcycling has been the guiding spirit of the Royal Enfield marque. It is reflected in the simple, rugged machines that are inspired by a decorated heritage, infused with a timeless aesthetic and an old-school charm, yet modern and fun to ride. We believe Royal Enfield is more than just about the motorcycles, it is a lifestyle. And therefore, it was a natural step for us to create a collection of clothing for women, inspired by this motorcycling way of life, designed to be aspirational yet accessible. We believe that the women’s apparel range will improve the riding experience for women and help them express their love for the motorcycling way of life.
This story is from the July 2020 edition of Business Of Fashion.
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This story is from the July 2020 edition of Business Of Fashion.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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