For 2010 the Vertex Suit was given a colorway refresh. While the 2009 model was already clean and bold, the Vertex needed to push further and break new ground. As a result, this eye-catching color combination was comp’d and applied to the suit. A quarter scale paper version of the suit was constructed from the pattern to ensure precise alignment of the graphics to the suit which is intensely three-dimensional due to the extreme articulation necessary of proper racing leathers.
Sponsored athletes generally wore an altered off-the-shelf version, however premier rider Josh Herrin got a custom version due to the strict color guidelines enforced by Yamaha. The result was nearly as intense as the original.
While Shift perhaps more than any other brand pushes the envelope on loud prints, it still needs its volume colorways to bring in the cash. That is where the “mark” print for the Strike line comes in. With just two sublimation rollers, this print offers low tooling costs and multiple colors in a race print that stands out without going completely off the rails. The print’s randomness allows assembly of the pant in a way that minimizes material wastage.
The Faction is the premium uniform of the Shift MX line up. This graphic was chosen as their major marketing piece for the season and as such was featured prominently in ads.
You might look at the chosen comp below and say to yourself, “Wow, that really popped and while the illustration on the jersey is well-done, they really should have committed to the evolved burst logo in the comp, especially as a marketing piece.” I couldn’t have said it better myself.
The Recon embodies what was once definition of the Shift brand; an over-the-boot ride uniform. Over the years, the Recon has gained features and improved materials. It also must provide the Shift attitude. The 2011 Recon line-up features multiple colorways including three varieties of camouflage, a pinstripe suit, and a Jack Daniel’s inspired version. All of them targeted to the Shift customer; unique, tough, and up for a good time.
Shift is an action sports company competing in the motocross and street markets. They define themselves by their youthful, somewhat rebellious customer. The brand is constantly looking to update it’s logo treatments. These are proposals for the 2012 line.
The Assualt line is the entry-level uniform in the Shift MX range and in it’s own way one of the more challenging. Maintaining the sales volume and a low price with ever-increasing costs requires smart choices in the colors and material choices, but that doesn’t mean the product has to look cheap as the 2011 Assault gear shows.
In a market where most women’s product is a men’s product with pink or baby blue accents and flower embroidery there is a real opportunity to create a women’s jacket with style and without condescension. And that is where the Shift Flare steps in. With crisp, clean looks, refined materials, and all the practical features expected of a street jacket, the Flare is a true women’s product.
Motorcycle Product News wrote a feature article on women’s products and chose the Flare for their cover. Not too shabby…
The Curve builds upon the same concept as the Fuel shoe by combining essential protection and street fashion. We chose a double lasted style for a feminine look as well as safety – the upper is bonded to both the outsole and midsole. Lateral ankle protection is provided by an internal plastic disc. An ankle strap cinches to increase security while protecting the speed laces from tangling on the foot controls.
The Torque and Lowdown denim look for the most part like regular jeans, but they’re not. Under the 14oz denim, is a layer of Kevlar strategically placed in the saddle and from the knees down to protect the rider in a crash. The cut is articulated and lengthened to for the riding position. Too often motorcycle apparel goes overboard with trims to justify the price, only to create jeans too conspicuous for the target market: not so with these two.
The Trifecta is a true all-season jacket. The most versatile product in the Shift range, the Trifecta consists of three modular layers that provide comfort for any weather. The outer shell consists mainly of mesh panels, for warm weather. Below that is a breathable, water- and wind-proof layer. Lastly, inside is a full length thermal liner. Details abound, such as Velcro sleeve and waist adjusters, an internal water-proof pocket, and vented logos.
The competitive landscape for kids moto boots consisted entirely of scaled down adult boots – so stiff and over built that, to a kid, they felt like casts and required an adult to put them on. In came the Speedster with features unique to moto boots; molded EVA mid-sole, rubber shin and calf plates, and a Velcro upper closure. Allowing for greater comfort, control feel, and cool looks, the Speedster boot has been a big hit for little moto dudes just starting out.
For 2009 Shift wanted to establish itself as a player in the race suit category. Rather than undercut the competition, the new suit was going to go head-to-head with more established rivals. The quality had long since been a match for those brands so the look needed to surpass the competition. We chose to do this by screen printing some of the panels. I designed a stripe pattern with some extreme perspective to communicate speed. The logos were traditional appliques given a 3-dimensional look with light gray screen prints. The logo had also just updated for that season, so new shoulder plastics were designed with a heavily chamfered logos. Other unique touches included embossed rib padding that was silicone-backed and custom perforated, and a perforated aero hump that routed cool air from the low pressure zone behind the helmet, through grooves in the pad, and out of the suit through the custom TPR exhaust vents.
The suit was a success and would frequently be seen in magazines on test riders. These guys had a lot of options and could choose a suit from just about any manufacturer. Quite often they chose the Shift Vertex suit. The result was great publicity for the brand in addition to the credibility this halo product gave the whole line.
even a designer can look decent in this suit
The Vertex Suit was sold in both White/Black or Black/White. Whichever you choose goes with what you got.
“Authentic” was the mantra during the design process of the Primer Jacket. We wanted an all-leather/no excuses jacket for the line that would have broad appeal. The Primer uses classic lines with a couple of surprises; zipper vents are thoroughly integrated into the stripe at the biceps, and a little deviation provides an asymmetrical location for a logo, which like all others is embroidered. The black colorway uses a subtle combination of “matte” and slightly shinier “dull” finished leathers.
The Primer glove was an accompanying piece to the Primer jacket. Both are of all-leather construction with a very authentic look and feel. The knuckle armor is bonded to the underside of the knuckle leather. The open-back knuckle construction allows greater freedom of movement, further aided by the spandex gussets on each side. The palms are reinforced and the forechettes are sewn with an exposed edge for greater finger comfort. Unique thumb construction derived from my experience with auto racing gloves repositions the seam so that it no longer sits between the rider’s thumb and handlebars. When it comes to glove design it’s a lot of attention to the little details that make all the difference.
Shift was originally identified largely with the then-new style of over-the-boot pant and untucked jersey favored by the underground freestyle crowd. Since those heady years of the late ‘90s, ride gear had slowly faded to the background until the 2009 Recon gear hit the market, leading to a resurgence for the brand. That year the Recon went toe to toe for sales supremacy with the entry level Assault race gear, selling in nearly the same numbers.
The 2009 Recon used a blown out plaid design with integrated Recon logos and Shift “S” Shield logos. These are complemented by an ornate Shift logo on chest and one pant leg. Three of the five colorways are shown below.
Hybrid gloves have been a Shift advantage since the brand reached out from MX and into the Street market. Combining features of off road and street aims to combine comfort with protection. The Fury glove features a carbon fiber knuckle on a perforated leather panel, vented finger protectors, and grippy synthetic-reinforced leather palms. A Velcro strap is positioned on an embossed airprene wrist panel. An evolved version of the Primer’s thumb construction provides comfort at the grips.
We set out to create a shoe as comfortable off the bike as on it, possess ample safety features, and attract the right attention – it has succeeded. Sales numbers back it up as the Fuel shoe – 1 style – was responsible for 30% the footwear sales in stores that typically carry over 30 styles.
Fuel features include full leather upper construction, medial and lateral protection, a speed lace covering cinch strap, and finemold rubber details to grip the shifter while protecting the upper from wear.
A collection of some of the early directions for the Shift Fuel street shoe shows the thought that went into the needs of a rider. A lot of out-of-the-box thinking went into solving problems of adequate coverage in the eventual accident. This is a lot to ask of a shoe as opposed to an outright boot, but it’s far from impossible as we proved.
This off-road jacket was designed for use in a variety of conditions and is loaded with features including zipper vents for intake air, a split cover over the main zip, numerous pockets, removable sleeves, elbow armor and more. The XC uses Shift design language consistent enough to wear with any style of Shift gear and distinctive enough to stand out from the competition, leading the reviewers at Motocross.com to call it “…one smart piece of riding gear.”
Shift took a more aggressive swipe at the off-road market in 2008 with the Flak Jacket/Woody Pant combo. The Flak is a water-proof jacket packed with features like zip-off sleeves, a hydration pocket and port, and water-proof zipper vents and pockets throughout. How do you design a garment with so much complexity and make it look clean? The answer lies in economy of line and double pockets – literally a pocket on a pocket – for carrying GPS and every conceivable tool you could need.
The Dyer jacket uses a hybrid leather/textile construction that provides the protection of an all-leather jacket with the comfortable flexibility of a textile jacket at a 30% weight reduction. Its unique and well thought out placement of leather and textile in addition to its attention to detail and refinement led to immediate praise from the press, including Web Bike World who wrote, “The Shift Dyer jacket has quickly become my favorite waist-length jacket, with a solid combination of multi-season wearability, good looks, protection, air flow and fit.”
Designed as a skunkworks project after hours and launched in 2006, the Dyer quickly became the most profitable jacket in the line, meriting it’s place on the cover of the 2007 catalog.