Moncler, Fendi & Palm Angels Collabs — Simon Jones-Mortensen

EREWHON x OW

OW Collection is about the night – the mood, the build-up, the electric hour before a party becomes itself. It's a case for personal freedom. To be who you want to be. To express yourself. To let loose rather than hold back. And to do it all again.

But the night has a cost, and the day is where you pay it. The day is for rest. For recovery. For putting the batteries back in.

Commissioned to create the concept for an Erewhon collaboration, I built it on that exchange: A capsule collection with an OW signature Erewhon smoothie. Keep the ErewhOWn wrapper band, walk down the road to OW, get a price on the collection.

There's no night without the day. And vice versa.

Day follow Night follow Day

Munition for the moon phase

You can’t do one without the other

Everyday tee

Morning hoody

Day pants

PALM ANGELS

It isn't about what you wear. Or what you ride. It isn't about how everyone else sees you, or which lens happens to be pointed at you.

It's about how you carry yourself – whether your attitude, and your confidence in who you are, eclipses everything else in the frame.

That was our read on rider culture, and on the band that ties a group of like-minded people together, for a first collaboration with the Italian-American luxury house Palm Angels. It was also the first time MATE made apparel, sold exclusively through Palm Angels' own platform.

True character transcends form. It's mind over matter.

Rider without a cause

Argento attitude

Copenhagen flagship store gearing up

Teaser invitation

Anything less is boring

Campaign landing page

FENDI

Fendi is female power, and has been generation after generation. The daughters and granddaughters of Adele Fendi have kept the house creatively led from the inside, reading the ever-changing gusts of fashion well enough to make Fendi what it is today.

The bike

Collab logo and FF pattern

Custom Fendi Baguette bag for the handle bar

At the Fendi Omotesando Tokyo flagship opening

MATE brings the other kind of freedom – the one that arrives the moment you start riding. Personal expression and empowerment are available anywhere, in anything, to anyone brave enough to go looking for them.

There's no change without movement.

Custom Fendi x MATE bike bag and owner’s box

Teaser post

The Genius induction revealed

Artifact packaging

MONCLER

No brand from outside clothing had ever been inducted into Moncler Genius. MATE was the first.

The collaboration was unveiled at the Moncler Genius 2020 show during Milan Fashion Week. The global press and public attention that followed opened the road to every tier-one partnership that came after it.

The bike itself went back to the mountains: A 1000W motor, spiked tyres, and a tailored down-filled boudin sleeve covering the battery section of the frame – which unfolded into the rider's rain poncho.

Style and power, at altitude.

Nigel Sylvester summiting Monte Cervino

Dedicated campaign landing page

Boudin packable rider poncho

Campaign video

The Moncler Genius show installation

Mountainous studio setting

KHY x OW

Two brands, two energies. Khy lounges. OW goes out.

Commissioned to create the concept for the partnership, I built it on the distance between them: Mix pieces across both wardrobes and you get a look for any mood, instead of two wardrobes for two separate lives. A modular mindset for changing moods and energies.

Be yourself. Be OwKhy.

Transformation ready

Base layer for base energy

Gear shifter

Vibe modules