Music, surf, and American 70’s aesthetics are the ingredients Honda concocted for this Honda Rebel -Aviation Nation, the California inspired lifestyle brand.
Like Levi’s Rolling Stone 50th anniversary edition, this collaboration has been showcased on the perfect stage of SXSW Festival, more than a mere rock music event, a temporary container for millennials. Just like Coachella, born as a music and art festival, now become a platform for nomadic contemporaries, where previously sponsors like the H&M and NewEra turned quickly to product ambassadors, with customized limited editions.
H&M loves Coachella official collection, presented on february, is on sale starting these days, some weeks before the Festival. Designed to “capture that festival spirit whether you’re lucky enough to be in the Californian desert, or sharing the Coachella feeling around the world”. The range, endorsed by The Atomics, differs from New Era’s approach, still in the merchandising mood, with official editions sold only onsite to the lucky attendees.
The Honda Rebel Aviator Nation e is probably more interesting for marketers, at a first superficial glance because SXSW is not so global and still in its growing curve, but especially because Honda is not a power-user of co-branded limited editions, while here is playing for keeps, with a project based on lifestyle and soft values, which suits both parties of the equation.
Aviator Nation was founded by Paige Mycoskie in Venice Beach, 2006, and has since grown into a lifestyle brand with 5 destination retail locations in USA. Paige’s passion for 1970’s fashion and the music that defined that time period inspired her. In 2012, Aviator Nation launched a partnership with Austin City Limits Music Festival.
Paige curated a signature Aviator Nation experience in the artist’s lounge inspired by the iconic energy surrounding Woodstock. From music festivals to shop in shops to launching an Aviator Nation flagship on the corner of Haight / Ashbury in San Francisco, Paige has taken her unique approach to fashion design and created a global / niche market.
With the same spirit, Honda Rebel + Aviator Nation bike makes its first outdoor appearance at the Waterloo Records Day Parties during SXSW in Aviator Nation’s on-site pop up shop.
As part of the collaboration, Aviator Nation + Honda Powersports custom designed gear –tanks, tees and hats – have been created exclusively for the Waterloo Records Day Parties.
Gladstonsbury can be seen as more pure and not so commercially contaminated, but we cannot forget the effect on the brand ignited by Kate Moss caught sporting Hunter rain boots in 2005. Any event owns a spirit, reflecting on the brands which are able to catch it