Retro Roll-Out For Oscar Line & #NiceBike Launch
[dropcap]W[/dropcap]hat’s old is new again, but what is truly cool is timeless! Alpinestars teamed up with motorcycle customizing visionary Gard Hollinger to host a re-launch of the Oscar by Alpinestars apparel line at Arch Motorcycles just before word broke that Alpinestars was expanding its cooperation with KTM and being distributed by Western Power Sports. Legends like 5-time motocross world champ Roger DeCoster mingled with media, hipsters and industry insiders for the introduction of the line at the Arch facility Hollinger and Keanu Reeves run.
“Oscar merges our history of innovation and Italian craftsmanship,” explains Heath Cofran, Aplinestars Technical Media Services go-to guy. “The current Oscar by Alpinestars line is a fusion of classic styles and silhouettes, updated with technical features and modern processes. Much in the vein of the original Oscar by Alpinestars line, the gear is an equal balance of form and function guided by the timeless essence of motorcycle racing.”
In 1963, a leather craftsman by the name of Sante Mazzarolo created the now iconic brand. Based in the small town of Asolo in Northern Italy, and with the Edelweiss (literal translation: “Alpine Star”) flower as its namesake, Mazzarolo began producing “Alpinestars” products. In 1972, the Fashion Academy in Turin, Italy presented the company with its “Oscar” award for innovation and style for Mazzarolo’s boots… and the rest is history as world champs like DeCoster made Alpinestars a household name in the motorcycle racing community.
Some 40 years later, the Oscar by Alpinestars brand name has been resurrected from the archives as a statement of culture and style. However, recognizing that the timeless appeal might need a little kick-start with the next generation. The global launch of #OscarbyAlpinestars and #NiceBikeAlpinestars viral campaigns were kicked off at Arch back in October… and MPN decided to crash the red carpet event and check out the new Oscar line!
For a closer look at the Oscars, check out: www.oscarbyalpinestars.com/lookbook