Gun Eagal

This collection was designed as my Final Thesis for my Bachelor of Fashion Design and Technology at the Wilson School of Design. Inspired by the art of creating and repurposing, this is a collection for Millennials with a desire to invest into a stronger society and mend the problems caused by past generation.

Bridging the gap between function and fashion and tending to an emerging market of adventurous female riders, the goal is to encourage consumption with long-lasting handmade garments for wild outdoor adventure and stylish city living.

The Inspiration

The values and inspiration behind this collection comes from a trip I took to Europe with my grandpa in 2019. From the very first day, I was overwhelmed and humbled by the culture and beautiful scenery. I learned so much about European culture, and how much more appreciative the people generally are of the art of creating and repurposing. They value their clothing, understanding where it comes from and what it takes to make it. This trip ultimately inspired the meaning behind my thesis collection; hence the Gaelic name, Gun Eagal, which stands for ‘no fear.’

The Market

The baby boomer generation has been many motorcycle company’s target market since the 70s. Now, as they age out of their bikes, the industry is directing their attention toward a new demographic: millennial women. They have been shifting their production to be more accommodating for younger, smaller women with different needs.

What I find most interesting is that they are finding that 21 to 34 year olds are buying motorcycles for “ease of transportation,” whereas in the past, they found people were buying motorcycles as a hobby, or to look cool. This drastically affects how the motorcyclists are looking for gear and apparel because it’s more important than ever to dress practically.

It’s also important to consider the characteristics of millennials in general in the market. Millennials are most likely to be driven by a desire to have their actions somehow help the world and make a difference, and this is transforming the way businesses market to them. They don’t just buy products, they buy into ideas and invest into society. I see this translating into the companies they support and the comparisons they make between competitive brands.

WGSN forecasts show a huge shift toward products that have a sense of purpose and longevity. Since the pandemic started, and travelling has come to a halt, supporting local has been more important than ever before. It’s clear that designers will find success moving forward through products which prove to have a low impact on the environment. As well, consumers are looking in the thrifted direction, inspired by age-old crafts that aim to extend the life of the pieces. This opens up many creative opportunities for using repurposed fabric and visible mending techniques. 

Final Line Plan

There are a few main focuses for this collection, one of them being the importance of protection while on the motorcycle. Which is why these garments were articulated around the human body to fit with the needs of the rider. When riding, it is not only essential that the rider is safe, but that they are comfortable. Gear that is uncomfortable, ill-fitting, or otherwise fails at its intended purpose is at best a distraction, and the last thing a motorcyclist needs is a distraction.It’s very important, not only for the safety and comfort of the rider, but the marketability of the product, that the garments are articulated to work with the body as it moves on the motorcycle.

Another focus of this collection is to solve a common concern among motorcyclists: will this last through rough wear and tear? As well as solve a common environmental concern, which is: what is being done with the waste? In a way that encourages others to value the garments as they should be, and mend them as they need to be. Mending garments with patches using the sashiko stitching method increases the durability of the material immensely. By adding these patches in these areas, such as the knees, elbows and hips, it increases the resistance of the garment as they go through life on a motorcycle. As well, if the material were to get worn through in the event of a rough fall, the wearer would easily be able to patch it up without changing the original look of the garment. 

Final Sewn Garments