The reinvention process started somewhere near the end of the past year.

It was something like a paradigm shift.  You know when you are accustomed to doing things your own way and then you have that eureka moment and think: why didn’t I do that before? You get the idea. Not that we were doing anything bad. AXO has been known since day one for pushing the envelope, thing is that probably we had been focusing a tad too much on the tech part of the story, but what about those soulful products the companies had been famous for? Well, here  they are. While any sane of mind company would say that their products are the coolest of the cool, the raddest of the rad and the hippest of the hip, truth is that AXO’s new products are, dare we say it? on a different league. Check those road jackets. We took a fully “freestyle” inspiration and brought it onto the motorcycle street market. Like: understated graphics, small tone sur tone prints, geometrical and irregular cuts. You know, something like your best ever snowboard jacket converted into the most stylish jacket money can buy. Make no mistake: those are fully functional outfits with all safety features you would expect from a real road jacket. CE approved protectors? Check. Waterproof? Check. Removable internal jacket? Check. Great fit? Check. Good looks? Check check check.

We had so much fun in creating those products  and we think it shows. We had in mind a different consumer. Younger, smarter, (trend) setter, you know the kind. The early adopter that can sniff coolness from the distance and instantly join the ranks of those-into-the-know. These products are intended for some seamless transitioning from your office to city streets, with equal comfort and style. While designing them, we figured our jackets would offer a psychological advantage over “le concurrence”. While choosing you garb in the morning, you will have one less choice to face: do I want to protect myself or do I want to look good? Well, we fused those apparently unmatchable aspects into one single package and made your life better in the process. Isn’t  that beautiful?

Now, what about our MX stuff? The “Overachiever” and “Underachiever” do share the same slightly off-the-wall inspiration as the road gear. Really young consumer anyone? Yes. Into action sports? Yes. Supercross heroes? Yes. Wii addicted? Youtube watching? Skate shoes wearing? Yes/yes/yes. And what about the outfits themselves? We took the tried and true patterns and materials of one of our existing lines and put them through a really deep makeover. The end result is, well, you are looking at it. Fresh-looking, good vibes-inducing products that will blow your mind.

No, really.

To get the full lowdown on our products and about AXO’s brand new “philosophy of the cool and the understated”, please mail directly he who wrote all of the above (marcello.libralato@axosport.it).