The 100% brand has always been synonymous with motocross Americana and has been linked to many iconic moments that have built the roots and history of what is modern motocross.
The roots of the 100% brand date back to the early 1980’s when the popular logo graced the factory racing equipment of the biggest names in motocross.
Alpha Industries is an American clothing manufacturer founded in 1959 in Knoxville, Tennessee. Initially as a contractor to the United States military, the company grew into an international commercial seller of American military style and fashion apparel. Alpha makes items such as flight jackets and vests,
OUR SOCIETY IS A GROUP OF WOMEN WHO REPRESENT ALL SHADES OF CREATIVE EXPRESSION, RANGING FROM FASHION AND ART, TO MUSIC, DESIGN AND PHOTOGRAPHY. THESE WOMEN EMBODY OUR BRAND’S PHILOSOPHY AND EACH HAVE A UNIQUE POINT OF VIEW.
OUR VISION IS TO CREATE A CULTURE THAT SUPPORTS WOMEN AND THEIR CRAFTS, AND WE DEDICATE THIS SPACE TO PERSONIFY THESE WOMEN IN A COLLABORATIVE, STORYTELLING WAY.
XO, AMUSE SOCIETY
In the 1940s and 50s, head injuries as a result of bike racing grew rapidly. Roy Richter, who had his own race team, saw the need for better safety helmets, and so in 1954 he founded the helmet division of Bell Auto Parts in a one-car garage at the rear of the company’s offices.
He looked at military and jet fighter helmets, and used them as basis for his first helmet, the Bell 500, which he introduced in 1954. Only a tiny quantity was produced; they sold so swiftly that a new company was formed called the Bell Helmet Co.. In 1957, the company introduced the most innovative helmet in motorcycle history, the 500 TX. It became the first helmet to pass the new safety requirements established by the Snell Foundation. The current Bell Custom 500 is a direct descendant of original 1954 design.
The iconic Australian surf and lifestyle brand Billabong was started in humble beginnings by Gordon Merchant. The name Billabong is derived from the Wiradjuri word bilabaŋ, which translates to ‘creek that runs only during the rainy season,’ and captures Gordon’s early days where he was found chasing the waves. Here we discover Gordon’s desire for durable garments and his love for boardsports that led his company to success.
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