SoCal-based Atwyld has launched a new line of women’s off-road apparel called Aywyld X Lab, created in partnership with off-road apparel giant Shift.
Atwyld, founded by three women, Anya Violet (co-founder of Babes Ride Out and Babes in the Dirt), Jaime Dempsey and Corinne Lan Franco, has quickly built a reputation for making moto gear that appeals to today’s style-conscious female rider.
Up until now, that gear has focused strictly on the street rider. To branch out into the dirty realm, and to open new channels to the huge off-road market, Atwyld partnered with Shift MX—a brand that up until now has pretty much ignored the female market.
As Jaime explained to me at the Atwyld X Shift launch event on June 9, this partnership not only simplified the process of designing and manufacturing the new Atwyld X Lab line, it will also allow Atwyld to sell the line through Shift’s website and dealer network, opening up significant channels to market that are otherwise often a major stumbling block for startup apparel makers.
A look at the new line reveals an eye-catching and unique look that stands out from most other MX or off-road apparel, which seems to be going either the retro 80s direction or highly technical and racy.
By contrast, the Atwyld X Lab apparel is almost futuristic and space-age, especially the helmet with its angular design and distinctive gold finish. Colors are muted and low-key (well, except for that gold helmet!) and the Cordura nylon/cotton pants incorporate quilted leather padding at the knees and hips.
You can check out the full line of Atwyld X Lab gear at atwyld.com, including pants, jerseys, goggles, gloves, a helmet and armored shirts/leggings.
Boutique gear for boutique riders! At least it’s not pink!
Boutique riders? Max, I bet all three of these ladies would ride circles around you on two wheels. And, boutique, is the wrong word for something that is classic in style, clean and not the standard hot colors with ‘sponsors’ slammed everywhere on your kit. Get with the times old timer!