Challenging The Industry.
At global trade shows brands build booths that cost upwards of €100,000. Creative is outsourced. Construction is handed to agencies. Design teams fly in, execute, and fly out. The Kicker, that cost gets passed onto the end customer.
So we asked a different question.
What if we tackled the same challenge with a team of four, one week on the ground in Italy, and only materials we could put on a credit card from a local home improvement store?
That was the starting point.
This is the story.
EICMA 2026 - Calling Out the Competition
We found ourselves sharing a floor with Honda, Triumph, Royal Enfield, Ducati as well as every big name protective wear brand.
The difference between us and them?
They’ve been here for decades and have huge funding. We’re a community of riders, barely recognised as brand, still finding our feet, trying to reach more riders without losing our soul.
There was only one way we were going to do this - and it wasn’t going to be quiet.
Instead we decided to steal the show but by calling out the entire industry with news papers, giant posters and messaging - all putting the spotlight on the outdated materials, repetitive styles and lack of imagination.
Pulling it off
For six weeks leading up to the show, we designed and printed newspapers and fake magazines. Not gloss. Not hype, just very honest and defiant truths. We built a Newspaper booth inspired by New York newsstands — raw, analogue, confrontational.
Our message was simple:
The motorcycle apparel industry has become lazy.
Mass-marketed. High-volume. Algorithm-designed. Safe? Outdated.
While brands chase data and trends, riders lose individuality. While AI optimises engagement, people forget how to live on their own terms.
Our goal wasn’t just to sell the product, it was to interrupt 600,000 attendees and make them remember what motorbike is - and isnt. To remind them that riding and life is still meant to be personal.
The Reality of the execution
To pull this off, we called in favours from every corner of the world — photographers, designers, models, and anyone willing to lend a hand. We carried mannequins on public transport and stacks of magazines in our hand luggage. Everything was built by hand, often without fully knowing what we were doing.
By day three of setup, budgets were painfully tight. Choosing between a box of screws and a baguette became a real decision - not a metaphor.
Our stock of jackets and trousers was turned away three times by couriers, leaving us fighting down to the wire to ship new inventory from Antwerp to Milan overnight.
Piece by piece, the booth came together. The concrete we used to build the display set just as our first guests walked in.
In the days that followed, global CEOs from brands we grew up idolising stopped by — not as competitors, but to acknowledge what we’d built. David, meeting Goliath.
Because when a one-year-old brand can stop the industry’s biggest players in their tracks, it’s proof that we're all capable of creating change. If this pushes even one person to build differently, think differently, or challenge what they want to see change in the world - that’s enough for us.
