February 20, 2023
Drawing from its past inspiration, Harley-Davidson on March 9 will launch H-D Collections, a curated group of lifestyle apparel lines, reports Retail Dive.
H-D Collections will launch with three product lines:
- Bar & Shield by Harley-Davidson and Harley-Davidson Originals, which will feature new items, and
- Harley-Davidson Authorized Vintage, which will offer vintage sweatshirts, jackets, vests and leathers, as well as monthly product drops.
The company will release the collections online and in various pop-up shops at cultural events and festivals, including one in Austin from March 10–14, per the press release.
For the 120-year-old brand, the clothing lines are meant to uplift its history and carry the brand into the next generations.
Creative Director of Apparel Design Louise Goldi oversaw the design of Bar & Shield by Harley Davidson; and will introduce and design additional lines and collaborations as H-D Collections evolves, the company said.
“With H-D Collections we’re excited to celebrate two elements of our heritage: design and craftsmanship,” Harley-Davidson CEO Jochen Zeitz said in a statement. “H-D Collections brings together the many facets of moto-culture lifestyle—paying tribute to our heritage with both Harley-Davidson Originals and Authorized Vintage, while pushing the limits of design, form, and function with Bar & Shield.”
Harley-Davidson also appears to be taking a page out of the direct to consumer (DTC) brand playbook by introducing its new merchandise through pop-up shops. Other brands, including Savage X Fenty, Parachute, and Hollister’s Social Tourist, have taken a similar approach over the past year. For digitally native brands once focused on e-commerce, physical retail has become a necessary channel as they look to scale their businesses profitably.
Research contact: @RetailDive