Alpinestars: How The Motosport Giant Is Riding The Streetwear Wave

Since 1963, Alpinestars has expanded its product offerings to include a wide range of technical apparel and protective gear for a variety of action sports, including motocross, road racing, mountain biking, skiing, and snowboarding. During the ’60s, an Italian leather crafter and the Alpinestars founder Sante Mazzarolo built a brand from function, designing products under the Alpinestars name for a growing Motocross sport.

From leather gear that protected riders, it was a revolutionary boot from the Alpinestars design house that would affirm the functionality and fashionability of a brand developed around a sport. Seemingly long overdue, the motosport has made more of a footprint within trending fashion moments.

The Alpinestars brand recently participated in the MotoGP Red Bull Grand Prix Of The Americas down in Austin, Texas, in April 2023, remaining a fixture within the Motocross community. But rappers Kayne West would perform in the Alpinestars this past year for the “City of Gods” music video with Fivio Foriegn and Alicia Keys in 2022 , along with Latin music star Maluma, making the creative choice to style a full Motocross look for a performance in Argentina.

Other celebrity fans of the Motocross brand include super producer Pharrell Williams, pop star Justin Bieber, the Hemsworth acting brother duo, television host Jimmy Fallon, entertainer Jaden Smith, and rapper Future. High-end fashion brands have also adapted the Alpinestar look, from Dior to Balmain, Heliot Emil to Diesel, and even contemporary streetwear brands like Anti Social Social Club have collaborated with the Motocross label.

Alpinestars CEO, Gabriele Mazzarolo, has referenced the development of the brand in the fashion industry as a streetwear staple in the 1990s. “Alpinestars has been an innovator in motorcycle gear and footwear design from its inception. During the ’60s and the ’70s, our racing jerseys and leather suits with our large logos were worn by motocross and road racing champions, becoming an authentic representation of racing style,” Mazzarolo describes.

He continues in connecting the generations as extreme sports became more popular, “In the ’90s, our streetwear became popular with skateboarders and surfers, as they loved sports like motocross and rally racing and loved Alpinestars because of that. This made the brand popular outside of motorsports by staying true to our roots and continuing to be the leader in them.”

Sante Mazzarolo garnered many Italian design and innovation awards in the first decade of the Alpinestars’ existence, finally launching the road racing namesake, and official product line, in 1970. Sante’s son, Gabriele Mazzarolo, would expand the brand from the Northern Italian town of Asolo – where the Alpine star flower offers the brand its name and origin – to its first official headquarters in Maser, to the states establishing Alpinestars USA, based in Los Angeles, California in 1987.

“The top International racers love Alpinestars for its performance, and they love that Alpinestars’ style represents the best of Motocross, GP racing, Formula 1, and NASCAR,” Sante Mazzarolo’s son and CEO, Gabriele, states. “Alpinestars’ is the most authentic and stylish representation of motorsports. As a result, our brand has become a natural and authentic part of streetwear.”

Alpinestars has established itself as a leader in the action sports industry, with a long history of innovation, performance, and safety. Its products are trusted among the world’s top athletes and competitors, and Alpinestars’ continued commitment to excellence and sustainability ensures that it will remain a key player in the industry for years to come.

“Motorcycling has long served as a source of inspiration for fashion,” the second-generation owner and CEO, Mazzarolo, identifies in the market. “Our brand caters to the preferences of accomplished motorcycle riders and racers, and we take pride in leading the way in motorcycle style. It is proven that our technical garments set the standard in motorsports, influencing fashion trends that make their way onto the streets.”

Items like the Missile V2 Leather Jacket, Strat X, and the Sessions LXE have been best-sellers for Alpinestars over recent years. “Leading edge performance is what Alpinestars has always pursued and achieved in the sports we participate in, adding style to it as well,” says Mazzarolo. “Top racers choose Alpinestars for its advanced technical development, which includes electronically activated airbags, bespoke developed materials, and flexible, lightweight construction.”

In addition to the performance, style in the racing gear as an additional benefit has translated to street culture in the same ways that other niche products have penetrated markets. “For the streetwear and fashion side of the brand, the same applies. We combine style and functionality always. Never compromising either,” Mazzarolo points out.

The Alpinestars company continues to innovate and push the boundaries of performance and safety technology. With products like the Tech Air airbag system developed in 2001 and the Supertech racing suit, Alpinestars focuses on product development that transcends road racing and street culture.

Alpinestars has implemented a number of sustainable initiatives in its manufacturing and business practices toward a positive environmental impact. The company is obtaining B-Corp Certification, a testament to its commitment to sustainability and corporate social responsibility. Alpinestars is striving for first place in developing more sustainable products and practices.