INNOVATION // DENIM DESIGN // BRAND STRATEGY // SOURCING // MANUFACTURING //
MAPLE asked us to design the first pair of jeans suitable for motorcycle use. Far from being a simple lifestyle project, this demanded new innovation into areas of denim durability that would support a potentially life-saving product. We devised a way for kevlar to be incorporated into strategic areas of heavyweight selvedge denim (the first kevlar vintage styled denim jeans on the market) and ensured safety regulations were adhered to without compromising on style. The jeans were cut in such a way as to be ergonomically easier to use in the riding position. The final product attracted a cult following and generous press reports.