ROYAL ENFIELD LAUNCHES WOMEN'S APPAREL, PREDICTS EXCITING, IMPACTFUL YEAR AHEAD

Aimed at enhancing the motorcycling experience for women riders, Royal Enfield’s latest collection is a tribute to those resilient spirits, a celebration of those adventurous souls who have been defying conventions, creating their own paths with their deeds making the world a more equal place…

- Rosy Sharma

Royal Enfield, a global leader in the mid-size motorcycle segment, launched its first ever apparel and riding gear range, exclusively for women in India. The company’s apparel division was started in 2014, with a single aim to create an ecosystem around pure motorcycling and enhance the motorcycling experience. The apparel range consists of lifestyle apparel and protective gear.

Guided by the spirit of being a pure motorcycling brand, it is only natural for Royal Enfield to create a collection of clothing especially for the women riding community. Puneet Sood, Head – Apparel Business, Royal Enfield spoke to IMAGES Business of Fashion on how the clothing range has been designed to be aspirational yet accessible and support women in their pursuits of exploration.

What is the attraction behind launching an apparel line for women? How important are women consumers to your business?

The philosophy of pure motorcycling has been the guiding spirit of the Royal Enfield marque. It is reflected in the simple, rugged machines that are inspired by a decorated heritage, infused with a timeless aesthetic and an old-school charm, yet modern and fun to ride. We believe Royal Enfield is more than just about the motorcycles, it is a lifestyle. And therefore, it was a natural step for us to create a collection of clothing for women, inspired by this motorcycling way of life, designed to be aspirational yet accessible. We believe that the women’s apparel range will improve the riding experience for women and help them express their love for the motorcycling way of life.