Luxury brands frequently venture beyond their original domains into the realm of fashion, a move exemplified by Hermes transitioning from saddles to handbags, Louis Vuitton expanding from luggage to haute couture, and, more recently, Tiffany & Co. partnering with Nike. Sometimes, like Louis Vuitton, it's a seamless transition, while other times, like Tiffany, it's less successful.
The perennial question arises: should brands diversify into fashion or stick to their core expertise? For many, it's worth exploring. For Harley-Davidson, the leap into fashion isn't as far-fetched as it may seem.
The ubiquitous Harley logo adorns not only motorcycles but also a range of merchandise, from trucker hats to baby tees, generating significant revenue – $270 million in clothing sales alone in 2022. Thus, their move into high fashion isn't surprising. They've enlisted Louise Goldin, formerly of Yeezy fame, as their inaugural creative director to spearhead this venture. Goldin's prowess in creating Kanye West's signature streetwear positions her well to tap into a younger, trendier market for Harley-Davidson.
Harley's new venture, "H-D Collections," reimagines their classic aesthetic with elevated designs, blending streetwear and workwear sensibilities. The lineup includes leather jackets, moto pants, graphic tees, and even an authorized vintage program. Goldin's expertise in unique fabrics aligns perfectly with Harley-Davidson's ethos, rooted in engineering excellence, albeit in different contexts.
Despite their established presence in clothing, Harley risks alienating traditionalist fans with this move. However, under Goldin's leadership, it could herald a new era. Her pedigree in the fashion world, having collaborated with luminaries like Donatella Versace, suggests promising prospects for the brand.
Unlike the failed Nike x Tiffany collaboration, Harley-Davidson's foray into fashion remains faithful to its heritage while embracing innovation.