Take a piece of paper and draw the outline of a shirt and some riding pants. If you feel ambitious then also some gloves. Now contemplate a design. Think it’s easy? That scheme has to look cool, appeal to hundreds of thousands of riders, placate a star racer who will perform in public and provide widespread exposure, hit sales margins, carry some longevity and somehow predict and forecast what the general taste of the market will be two years down the line. That drawing will also need to carry details of how your gear is offering customers more for their buck. What fabrics and protection are involved? What panel goes where? Will it last, protect and do its job as well as catching the eye? Seems a bit more complicated now.
If the creation of apparel feels like a mammoth task then what about the role of a company like Fox Racing? A 42 year old family-honed business that has somehow managed to set the tone and feel for the industry and now nestles in a suitably California open, airy atrium of workspace and easy vibes. Talk about pressure, and a year-on-year responsibility. Of course there are times when a firm like Fox are very strong; when one idea or look really catches the imagination and resonates. This has actually happened frequently and they have crafted a reputation for thinking a little differently. Fox Racing has become ingrained in motocross culture and history thanks to its application to product development and aesthetics and therefore affiliations with some of the best riders to have twisted a throttle in anger.
Irvine, Southern California is where the hub of this creativity and design resides. Fox also has offices further up the state as well as in the jewel of the Mediterranean, Barcelona, for their European branch. Irvine is the melting pot however and where the garments and product of tomorrow are somehow spilled onto a page, sewn or printed into samples, approved and distributed around the world.
“We have roughly twenty-one designers working over the three divisions (MX, Bike, Lifestyle),” says the amiable Mark Finley, Global Category Director and long-term ‘Foxee’. “This includes ID (Industrial designers, technical apparel designers for racewear and graphic designers). Irvine is the official HQ for all creative work.”
The entrance resembling the shape of the V3 helmet chinbar is an indication as to what we might expect inside. A stunningly lit and fully decked-out store is an enticing distraction behind reception. Through the doors and a central hallway passage splits departments, meeting rooms and a large coffee bar. Everything is accessible and feels ‘possible’. There is a restricted zone for Advanced Product Concepts, open plan arrangements, second level meeting spaces, an array of old bikes, memorabilia and landmark advertisements as well as a separate zone for sister brand Shift.
“MX is the focus of the entire building,” states Finley. “This is who we are. If we get it right in MX, then Bike and Lifestyle will fall in place. We want Lifestyle to be an extension of our sport. It all starts with MX in this building.”
Taking a walk down the thoroughfare we hit the design section on our right and the where gear, helmets, boots and other wares come to be. Dave Durham is the creative director and literally oversees the mass of innovation and activity from the mezzanine of his office area above. Fox have been known to tap into the well of the Pasadena Arts Centre College for the hottest talent and Durham embodies some of the spirit needed to steer the artistic and technical direction of the motocross lines. “My dad and my brothers raced so I was lucky to grow up riding dirt bikes,” he says. “There was a lot of motocross and BMX. I went to design school and worked in the movie industry, at Sony for a while and a few other random design jobs. As an industrial designer I eventually decided I wanted to work in motocross. I went to a trade show and pretty much begged for a job from every company making gear. Thor were the only ones that looked at my work and hired me right away. It was a great experience but I was hoping for a better non-corporate environment; that was the part of Thor and Parts Unlimited that I didn’t like. I had an interview with Pete Fox and was hired and now I’ve been here for almost fifteen years.”
“It felt like a natural move for me,” he adds. “I really enjoyed the graphic and product element of the sport. It is rare that you have such a visual impact tied to such a performance product.”
“I was a Senior Designer at that time. I had a few people to support and help me and since then the role has progressed and widened. Fox’s aspirations have also moved a lot as well; just look at how much product we do in motocross alone. About two years ago I started working on Bike and this year Lifestyle as well. I have a team of sixteen designers and when I started I had two. So there has been quite an increase.”
To read the rest of the article in the latest OTOR click HERE
Photo by Ray Archer
