Axo collaboration with 55dsl - Dirt

Mountain Biking Magazine



Axo collaboration with 55dsl

Vicky from RHUK sent us this info about AXO collaborating with 55DSL. While the kit isn’t quite my cup of tea (maybe because I’m outside the target market, range of 18-30 years), I think that’s it’s an interesting combo. 55DSL is an off shoot of the Diesel brand, I’ve got a pair of Disel jeans which I think are rather snazzy, but I’m not too sure about the “80’s flouro” look…will it catch on?

AXO is pleased to announce the new Motocross clothing line created in collaboration with prestigious streetwear label 55DSL. AXO’s 30-year heritage in the off-road field along with the inventiveness and creativity of spinoff brand 55DSL, part of Only the Brave group (Diesel), makes for a winning combination and guaranteed success.
The line comprises helmets, goggles, sweaters, pants and gloves, and will be available in limited quantities in the best motorbike dealerships worldwide as of January 2009. A large-scale advertising campaign will accompany the collection, which will also be on display at 55DSL flagship stores across the globe.

“We are both important international companies who are tied to the worlds of youth and sport, so this was a natural and spontaneous collaboration,” says Andrea Rosso, creative director of 55DSL. “Both our target market, ranging from 18-30 years, and our core values are in line with those of AXO. The resulting collection is testament to this symbiotic relationship.”
“The line is a mix of street style and retro inspiration, with technical elements that are traditionally part of AXO products,” explains Valentina Zago, product development manager for AXO Sport. “We are breathing fresh air into the world of Motocross and distinguishing ourselves as trendsetters by establishing a collaboration with a prestigious international brand. The off-road industry has never seen this before and we are proud to be the first to orchestrate it.”

Axo UK: Tel 01458 850274

Axo collaboration with 55dsl adiesel jean spin off


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