Norton Motorcycles opens first Norton Atelier to house new designer clothing capsule collection

Iconic British motorcycle brand Norton Motorcycles has opened its first Norton Atelier to house an all-new designer capsule collection.

Located on Old Street, London, the Atelier and the collection have been designed in collaboration with established Savile Row tailor Nick Tentis and sees the renowned motorcycle brand step into a new sector.

Norton Motorcycles was founded in 1898 as a manufacturer of fittings and parts to the two-wheel trade.

Norton Motorcycles went on to become one of the most iconic British motorcycle brands, manufacturing famous models such as the 650SS, Atlas, Commando, Dominator, Manx, Navigator and more – constantly innovating in motorcycle technology, with features advantageous for lightness and strength in motorcycle racing. Norton Motorcycles has an unrivalled history in motorsport and the brand name is synonymous with Isle of Man TT racing.

The collection embodies Norton’s DNA: 125 years of heritage and expertise to deliver timeless style, and craftsmanship, for modern tastes

Featuring 12 items, the clothing has been handmade in partnership with Scottish luxury garment manufacturer, Alexander Manufacturing, fabrics have been chosen for their high-performance qualities, durability and style, ensuring that the Norton DNA is threaded through every item.

A contemporary design, the space houses the brand’s newly launched capsule collection with the iconic Norton Commando 961 sitting pride of place and visible from the bustling streets outside.

White-walled and marble-floored, the interior presents a vision of things to come for the Norton brand, providing an environment that embodies the Norton DNA: timeless style and craftsmanship informed by 125 years of heritage and expertise, tailored to modern taste.

Within the collection, the bomber jackets are made from high quality Yorkshire milled cashmere for superior wicking capabilities. The rainwear is hand-vulcanised with natural rubber and is handcrafted by third-generation artisans using manufacturing techniques that have been perfected over 175 years. Ventile® is a key component throughout the designs and is known for its high-performance qualities, while also being 100% natural. A collection designed for use in all elements.

Designer Nick Tentis explained, “For this capsule collection, I wanted to create something modern and timeless – how I see the Norton brand. We chose black and sand as it creates an almost monochrome palette, which sits well with our quiet luxury theme. 

“From the start, it was important to us that this collection would be materials focused – the use of Ventile® and hand-vulcanised seams for instance – so that the clothing can perform without compromising on the shape or the fit. The result is a collection that’s perfect for everyday life but wouldn’t look out of place on a motorcycle.”


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