Dainese Partners With Momodesign

[advrider]

Dainese, the company that made Valentino Rossi’s leathers, and Momo, the company that made Mario Andretti’s steering wheels, have announced a partnership deal that will see the two storied Italian companies create a new line of clothing, helmets, and accessories. More accurately, it is Momodesign that is going to be involved, which is a design centre created by Momo in 1981.

The focus of the partnership leans towards motorcycle, bicycle, and micro-mobility users in the urban demographic, with the marriage of Dianese’s technological innovations with MomoDesign’s contemporary fashion and style combining to cater to the younger, tech-savvy but fashion-conscious, market. The collaborators have pinpointed urban mobility as rapidly growing and evolving segment of increasing importance, especially for young people.

Momodesign Demi Jet FGTR EVO helmet.

The partnership will result in a new line of apparel, footwear, helmets, and accessories, which are all products that both companies already produce (Dainese owns AGV and TCX). The collaboration is being described as a “brand licensing agreement”, with Momodesign doing the design heavy lifting, and Dainese taking on the engineering and manufacturing aspects.

The history of these two companies trace a similar trajectory, with Momo being founded in 1964, Dainese in 1972, both with close ties to racing. Momo founder Gianpiero Moretti first created a steering wheel for his race car, while Lino Dainese began with motocross pants before branching into leathers. Both companies have gone through different owners over the years, with Dainese changing hands most recently in March, 2022.

As mentioned, the end products of this partnership will be manufactured by Dainese, and will be available at Dainese stores and select retail outlets, as well as online.

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