What happens when part of your community lives in a place where cold doesn’t exist? The INTERLUDE collection was born from this question.
In Europe, when September arrives, we start to leave summer behind and think about long sleeves, thermal base layers, jackets, and protecting ourselves from the cold. However, the change of season is not experienced in the same way at all latitudes.
In Asia, the concept of a “season change” does not exist, and it was there that we asked ourselves whether a collection really had to belong to a single season, or whether we could launch a new collection that combined the arrival of winter with short-sleeve garments to reach the whole world.
MAKING OF: FROM THE IDEA TO THE EXPERIENCE
To bring the INTERLUDE campaign to life, we began by looking for two places and communities that represented exactly what we wanted to question: the idea that cycling should follow the same calendar all over the world.
The choice was almost natural. Düsseldorf, in Germany, represented the arrival of the cold months in Europe, while Jakarta, in Indonesia, took us to a completely different context, marked by heat and the absence of a winter as we know it in Europe.
From the beginning, we were clear that INTERLUDE could not simply be a shoot in two locations. If the collection was about connecting different realities, the campaign had to do the same.
Instead of creating a traditional production, we decided to turn the launch into a shared experience. We organized two simultaneous events, one in Düsseldorf and the other in Jakarta, connecting both communities through a single idea: discovering how cycling is experienced on the other side of the world.
The collection was the starting point, but the experience went far beyond the clothing. Each community had the opportunity to get closer to the other’s culture through gastronomy and other elements that brought part of one destination’s identity to the other.
In Düsseldorf, a window into Jakarta. In Jakarta, a window into Düsseldorf.
In this way, what began as a reflection on the seasons ended up becoming a meeting point between communities separated by thousands of kilometers. INTERLUDE ceased to be just a collection or a campaign and became a point of connection between different ways of understanding and experiencing cycling.
Because even though the places, the climate, or the culture may change, there is something that remains: the desire to ride and share the road.
