Royal Enfield recently launched its new lifestyle apparel collection, Get In – Streets. This move shows the brand’s commitment to expanding beyond just motorcycles. They want to tap into a bigger lifestyle market while still staying true to their motorcycle roots.
The collection features two main themes. The Heritage capsule pays homage to the brand’s classic motorcycle history. It uses elements from the past, updating them with layered textures and understated graphics. On the other hand, A Page from a Motorcycling Diary centers around everyday adventures. This section includes relaxed fits, practical layering options, and travel-inspired designs.
The clothing line boasts a variety of items like t-shirts, polos, outerwear, and cargo pants. These pieces are made from materials such as bonded fleece, cotton twill, and even leather. The color scheme focuses on earthy tones—think Forest Olive, Transformative Teal, and Rustic Brown.
Yadvinder Singh Guleria, the Chief Commercial Officer at Royal Enfield, emphasizes that this collection embodies the brand’s character-rich and adaptable values. It’s designed to fit the changing seasons while staying aligned with the motorcycling lifestyle.
Interestingly, this collection arrives at a time when consumer interest in lifestyle apparel has surged. A recent survey found that 62% of consumers prefer brands that offer quality clothing for everyday wear alongside their primary products. This trend might be why Royal Enfield is keen to broaden its appeal.
You can find the Get In – Streets collection at Royal Enfield dealerships across India, their official online store, and other select online platforms. This expansion reflects not only a shift in consumer behavior but also an opportunity for Royal Enfield to strengthen its brand in a competitive market.
For more insights on the growth of lifestyle brands, check out this report from McKinsey on consumer trends in 2023.
