Fashion and Trendy equipment at the top of safety? It’s possible ?

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 Fashion and Trendy equipment at the top of safety? It's possible ?


Equipment for motorcyclists and two-wheelers is at a turning point. The technology and technicality of textiles now make it possible to offer ranges of clothing that can be worn all day. Jeans for bikers are emerging from their niche to conquer the market. We met Yvan Bertolina, founder and president of Rider Valley, specialist in clothing for two-wheelers and number one in jeans for bikers in France and Spain.


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Equipment for motorcyclists and two-wheelers is at a turning point. The technology and technicality of textiles now make it possible to offer ranges of clothing that can be worn all day. Jeans for bikers are emerging from their niche to conquer the market. We met Yvan Bertolina, founder and president of Rider Valley, specialist in clothing for two-wheelers and number one in jeans for bikers in France and Spain.

Can you tell us the story of Rider Valley?

Rider Valley was specialized in Motocross equipment in the 2000s. Motocross being a very specific market, we decided to create brands that are more suited to European consumers. This is how Astone Helmets, Overlap and Vqattro Design were born. We can say that the founding idea of ​​Rider Valley is the extension of a range dedicated to the needs of the urban biker. In 2009, we put the first stones in the building by creating Astone Helmets, specialist in urban oriented helmets of the “open face” type. Quickly, our brand had a lot of success and real recognition with its Jet helmets. We then made two simple observations on urban biker clothing. Safety clothing for motorized two-wheelers was far from being a complete product. It was difficult to carry, too stiff and uncomfortable. Ultimately, I noticed that there were no shoemakers on the bike in the sense of a shoe that you can wear every day, whether on a bike or in everyday life. The idea of ​​making quality products that guarantee the safety of riders while being fashionable and as comfortable as regular clothing was obvious. This is how Vquattro was born two years later to be the biker shoemaker. We were the first to make biker shoes with the necessary protections, while offering models featuring fashion icons. Vquattro also offers a range of gloves and jackets. Overlap was born in 2012. It is the first jeaner for motorcyclists and two-wheelers. It is the last born and it is the culmination of 10 years of reflection and experience in this market. It combines our know-how on safety and comfort while offering products that are trendy, fashionable and wearable every day. Overlap is the number one in jeans for two-wheelers in France and Spain.

Today, Rider Valley is 10 million euros in turnover. We have been supported by an investment fund, IXO Private Equity, since 2016. This has enabled us to develop our brands, optimize our supplies and increase our stocks. We are distributed to independent motorcyclists, but also the largest e-commerce sites specializing in motorcycle equipment. We have over 1500 customers who distribute our brand across Europe.

What are your commitments?

Our commitment is clear: to offer products that can be worn every day while guaranteeing maximum protection for the rider. Our products are at the crossroads between work clothing for its protection, but also that of outdoor sports for comfort. It must protect in the event of a fall, but it must also protect against outdoor conditions such as rain, cold, heat. Today, motorcycles are no longer a market exclusively for enthusiasts. The two-wheeler has become an alternative means of transportation to avoid traffic jams and save time. This momentum has grown with the pandemic. All of these new users are looking for safety equipment that combines functionality, protection and style. This is the commitment of our jeans brand Overlap, but it is also that of Vquattro. I was keen to make clothes that I could wear on my own, whether it was to go buy bread, to my bank or to a business meeting. At the same time, it is unthinkable for me to offer biker clothing that is not dedicated to this practice. Safety is a commitment and I would say the primary commitment of the Rider Valley group products. Very clearly, there is no product in our ranges that is not approved. The look, the trend, is our trademark, but our job is to offer the best possible protection to our customers. We test everything in our laboratory: abrasion-resistant, waterproof, breathable, etc. Our shoes are high, because we obviously have to protect the malleolus. It is a concrete example which shows that we do not make any concessions on safety. Our job is to make these protective products into easy-to-wear and comfortable clothing. Our constant goal is for our client to wear ultra-technical clothing without feeling like it. To achieve this objective, it is a constant investment in the research of new materials and in the adaptation of textile technologies. We can also say that our brands are an answer to all the people who will use motorcycles or scooters without realizing that safety is essential. It is true that for them, the biker wardrobe was crippling, too stylish, or not enough, uncomfortable, for exclusive use on two-wheelers. Our range allows bikers to be won over by look and design while raising awareness of safety. It is enough to look at the traffic to see that the clothing is not adapted to the practice of the motorbike. A fall in a suit on the asphalt can have very serious consequences, just like with lambda jeans. Besides, we are working hard on a two-piece suit for a biker. We have expanded our range with overalls, perfectos, denim jackets, etc. I would point out, because it is rather rare, that we have a range dedicated to women. Today Overlap is 70,000 jeans sold per year in a growing market. We are proud to be a leader in France and Spain.

Can you tell us about your jeans for two-wheelers?

Overlap is at the forefront of this market. We were the first to use stretch. On a motorcycle, you need flexibility to move easily. The protection of our jeans is second to none. For the lowest level of approval, our Overlap jeans will protect 5 times more than lambda jeans and up to 10 times more for the most advanced approvals. The latest innovation that we have developed with a French factory allows us to offer single-layer jeans. Until now, our jeans were made with a layer of denim on the outside and a layer of kevlar on the inside. Our new textile makes it possible to integrate strech, cordura and denim, which makes it possible to have an even more comfortable and just as protective garment. Obviously, by integrating the essential reinforcements at the knees and hips in a layer, we obtain a more malleable fabric that our team of designers can “fit” like in an average fashion brand. This jeans market is obviously buoyant. The Covid has pushed many people to take two-wheelers and we can even talk about the electric bike which can reach 35-40 km. Jeans have become a wardrobe staple. Overlap allows the motorcyclist to be protected on a motorcycle, comfortable in the city and trendy in society.

Our goal is to go even further by offering our jeans in stores that are not motorcycle stores. Overlap is what is called a jeaner. We were the first to organize a fashion show for two-wheeler users!

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