Harley-Davidson launched their apparel business in 1914, planting the seed for “Harley-Davidson fashion.” Increasing demand for motorcycle clothing with Harley-Davidson branding and logo patches prompted bad boys to start gathering at local bike shops eager to become Harley enthusiasts. This era marked the “birth of cool,” and catapulted the Harley-Davidson culture and way of life.
The Harley-Davidson lifestyle apparel stores target 18-35 year-olds who seek what the Harley-Davidson brand represents – authenticity, freedom and a form of self-expression.
Harley-Davidson Motor Company announced that it has entered into an agreement with GIII Apparel Group Ltd. for GIII to design and distribute Harley-Davidson lifestyle apparel throughout Asia. The collaboration is in sync with Harley-Davidson’s long-term strategy of building next generation riders through lifestyle apparel. Under the agreement, GIII will develop a network of Harley-Davidson apparel stores in the Asia Pacific region.