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REBEL WITH A CAUSE: “If Audrey Hepburn, Maria Callas or Grace Kelly fell in love with bikers, this is how they would dress.” Such is the ethos of young Italian brand Redemption Choppers, according to one of its three cofounders, Gabriele “Bebe” Moratti, a former financier who has always had a love of biker culture. The label presented its third collection of luxury ready-to-wear and accessories during Paris Fashion Week, and is aiming to up international distribution for fall, including signing its first doors in the U.S., said Moratti.
Redemption Choppers, founded in 2010 also by Daniele Sartori and Vanni Laghi, has around eight retail accounts worldwide. The label, which builds custom motorcycles alongside its fashion activity, donates 50 percent of its profits to charity. It has already raised 1.5 million euros, or $2.1 million at current exchange, for causes through auctioning off its bikes, according to Moratti, although he admits the fashion activity is not yet profitable.
This story first appeared in the March 4, 2014 issue of WWD. Subscribe Today.
Clothing and accessories are manufactured entirely in Italy, Moratti said, mainly with local high-end fabrics dominated by leather and silk. The fall collection riffs on a sexy mix of classic elegance and more edgy rock ’n’ roll details, and takes in a palette composed largely of black and red, with touches of gold. “We try to wink at the biker culture, but with a classic fit and elegance,” Moratti explained, stressing that the brand’s aim is not to surf on the biker trend of the moment. “It’s a long-term approach.”
Wholesale prices range from 60 euros, or $82, for a T-shirt to 1,000 euros, or $1,379, for certain leather pieces, while dresses average between 250 euros and 400 euros, or $345 and $552.