WEARING THE ATTITUDE
"This brand also has an impressive sponsored athlete team which has always been its strong point, including the best BMX, FMX and MTB riders in the world. Kyle Baldock, Andreu Lacondeguy, Tom Pages to name a few."
It is not easy for bikers to find something that represent their bike lifestyle and attitude. And this is especially so for the camp of riders who favour street, dirt, slope, freeride and downhill. While there are lots of choices on the sporting and performance end of cycling, these brands offer only a fairly small selection of casual wear that look good off the bike. But facing a worldwide market of mountain and dirt bikers, these offerings somehow seem inadequate in terms of choices.
Then there are the bike-brand apparels. Those are good stuff. But again, many riders would not wear brands they do not ride or use. Alright .. .more please.
What about the more mainstream brands that are available at most Asian malls then? The so-called "sports" or "streetwear" brands found in Asian malls very often center around skate, surf, or general sports. Still not a good representation of true bikers' attitude.
Moving on to more "underground" looks, we have brands that support skate, ice hockey or basketball or street graffiti. Think further about wearing these "underground" brands and you will notice that such brands' involvement with the sport they preach about only has a small influence on their designs. Somehow the designs, though very attitude driven, does not reflect what bikers really think. They just somehow missed the mark about being "real" when it comes to biking. (Ed: Some may disagree with this statement, but then, art and design are subjective matters and different folks may adopt different sentiment about their biking lifestyles.)
UNIT
Unit is not a new brand to many. It has been around since 2002 and many bikers regularly don their apparels as an everyday-wear. But rather than let the uninitiated discover this brand of two-wheel-action sports apparel on their own, we figure it is a good time to talk about dressing up the riders with the appropriate hardcore clothing. Afterall, dressing the attitude and pulling off a perfect trick or landing makes a better photo finish! (Bikezilla will feature more bikers' apparel in the articles to come).
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Unit is an art-based street wear label with its heritage in two wheel action sports. Inspired by their love of art and riding, Unit was born in 2002 in a house garage on the Gold Coast, Australia. The brand started with a capital of $600. From there Unit has been on a wild ride that has seen the brand touch all corners of the globe, leaving its mark on the actions sports arena. Being a brand that has their roots in motocross, the Unit logo was inspired by the moment of ‘ignition’, the Unit logo captures the explosive chemical reaction between the spark plug and liquid gasoline or put it another way – The connection between a biker's dream and his/her life. Unit produces an extensive, range of clothing, accessories and premium MX riding gear. Unit’s rebellious and controversial marketing strategy has quickly built a massive fan base that spans across Australia, New Zealand ,USA, South America, Europe and growing globally. This brand also has an impressive sponsored athlete team which has always been its strong point, including the best BMX, FMX and MTB riders in the world. Kyle Baldock, Andreu Lacondeguy, Tom Pages to name a few.
For those who think Unit is only for the motocross community, check out their mountain bike riders. … And you can always avoid the motocross-inspired designs …
BIKEZILLA'S VIEW ON UNIT Unit is the kind of apparels that we would wear everyday, on or off a bike. Of course, we still wear our jerseys from other apparel brands and our favourite bike brands – we are not sponsored by Unit (Laughs) …
Web: www.unit.com Unit is now available at Atticus Moto (http://atticusmoto.com) and Rayxtreme (http://www.rayxtreme.com.sg)
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