The ‘Make It Yours’ Initiative from Royal Enfield is quite popular and the company offers customisation services on its motorcycles along with apparel range such as helmets, T-shirts and so on. Now, the company announced that its range of riding jackets too will be included in the ‘Make It Yours’ customisation program. Motorcycle and riding enthusiasts can now customise and purchase riding jackets via an intuitive interface which offers customisation options from choice of colours, liners and armours. Along with colour choices, the platform also offers the option to add winter and rain liners to their riding jackets.
Speaking on the launch of MiY on riding jackets, Puneet Sood, National Business Head – North and West India & Global Business Head – Apparel, Royal Enfield, said, “Royal Enfield has always been working towards enhancing the ownership experience for its customers – be it motorcycles or apparel. We listen to our riding community who is constantly engaged with us and gives us feedback, thus helping us build relevance in the range we offer. With its MiY initiative, the brand’s advocacy for self-expression and customization grows stronger. After witnessing the overwhelming response to our MiY Initiative for the range of motorcycles, helmets and t-shirts, we decided that it was time we took this forward to our range of riding jackets as well. Consumers are often compelled to buy riding jackets off the shelves to act more as utility accessories as opposed to catering to their needs or complementing their style. This initiative now gives users the opportunity to not just build all-new jackets but also upgrade their existing jackets.”
Under the MIY riding jackets program, keeping safety at the forefront, interested customers can add armour for impact protection on areas like chest, shoulders and back. Additionally they have an option to choose between Knox and D30 armour. The focus is to offer products that meet global safety norms while making them accessible. The customisation program can also be accessed via Royal Enfield’s official online store too. The company says that it intends to offer the MIY on helmets, t-shirts and riding jackets at its dealership stores soon.