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25 Years and Just Getting Started

After celebrating its 25th anniversary in 2020, Dutch motorcycle apparel icon REV’IT! embarks on an entire new journey that will see the company transform into a more consumer centric and sustainable player. With their rebranded vision statement, ‘Shaping a Sustainable Future for Riding’, it is clearly communicating to the world that the brand takes its responsibility as a leading brand in the motorcycle industry.

And with the launch of the entirely renewed ‘Lab Crafted’ motorcycle jeans collection in Spring-Summer 2022, they clearly show they are serious when it comes to living up to that statement. But, before we get to that, let’s go back in time a little, in order to create some context and by understanding its past, better understand the brand’s future.

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Engineered Skin & Tailored Technology Design Philosophies

Founded in 1995, REV’IT! entered the motorcycle apparel scene with a bang by combining the style of Southern European brands with the functionality of the Northern European brands, offered at a highly competitive pricepoint. True value for money you could say, which today, is still a core characteristic of any product that proudly feature the now famous shield logo.

The real game changer happened in 2000, when REV’IT! introduced its Engineered Skin design philosophy which turned the industry on its head as REV’IT! entirely moved away from traditional pattern making and instead designed safety garments in 3D, real locating seams away from impact zones such as shoulders, elbows, hips and knees.

The Engineered Skin design principle was great for traditional motorcycle garments, but for more fashionable motorcyclists, like the thousands of daily commuters in Southern Europe, already a big market for the Dutch brand, this resulted in an undesirable look. Enter Tailored Technology, a new design principle that formed the basic principle behind every design for fashion-conscious motorcyclists, without compromising on safety or comfort and functionality.

The First Motorcycle Denim Collection

In 2013 REV’IT! expanded its line-up of fashionable protective equipment with its first motorcycle jeans collection. Again, with a bang. Whereas traditional motorcycle jeans were constructed using traditional denim outer shells, reinforced on the inside with Kevlar or other aramid fibers, REV’IT! incorporated its very own, in-house developed PWR | Shield fabric and applied this in combination with a single-layer DuPont Cordura denim fabric, treated with COOLMAX for enhanced breathability and moisture-wicking, all held together by triple-needle stitching. .

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Fast Forward on the Road of Rapid Innovation

One of the things that have always bothered the designers at REV’IT! was that although they were able to develop motorcycle jeans that look, feel and wear like regular jeans, all jeans still had to be equipped with bulky knee protectors.

Enter Seesmart, REV’IT!’s in-house developed, ultra-thin, breathable, and virtually undetectable CE-Level 1 rated hip and knee-protection series. This enabled the design team to cut even slimmer silhouettes; reducing the overall weight of the jeans, while at the same time, enhancing the breathability of the garments.

The introduction of the first generation of stretch CORDURA® DENIM was another game-changer, especially in terms of wearer comfort.

New Rules! Enter EN17092. The Garment Standard

Up and until April 2018, all was well in denim country, but then the cards got reshuffled. Enter the EN 17092:2020 protective clothing for motorcycle riders standard, part of the new PPE (Personal Protective Equipment) guidelines of the European Union. Noticing how difficult it was to reach the desired test results, as it completely changed the game for the entire industry, REV’IT! immediately understood that they could turn this challenge into a competitive advantage. Having the accessibility of their in-house test laboratory, they were well prepared to take motorcycle jeans to the next level.

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The Denim Evolution

For Spring Summer 2022, REV’IT! took the scientific approach and went into their lab, starting from scratch and develop an entirely new library of fabrics, washings, trimmings and other materials that enabled their design and development team to present the world a wide range of great-looking denim that not just complies to the new garment standard, but exceeds all expectations, also in terms of sustainability. Hardly any water is used in the production of the new models.

Models are available in every certification level, ranging from A to AAA, in a great variety of fitting shapes and fashionable washings. Crafted in the lab, designed for the streets. Design, wearer comfort, and reliable protection all in one.

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The Authentic Denim Look

The undeniable takeaway point for the ‘Lab Crafted’ jeans collection is that REV’IT! put the focus on fashion. Aiming for the authentic denim look and paying special attention to the washings that echo those of everyday jeans in the style world.

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Coming Soon

The new REV’IT! Spring Summer 2022 ‘Lab Crafted’ motorcycle jeans collection will be available early next year via selected physical and authorized online retail partners, worldwide. If you can’t wait, the current collection is still available here.

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www.revitsport.com

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Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrating my 10th anniversary with Long John this year.