An ageless passion without boundaries

In fact, Brema brought in significant innovations even in terms of protections, by adding removable ones on trousers and innovations in the wearability, thanks to elastic bands applied to the jackets to facilitate movements, further to being the first brand ever to introduce colours such as red, blue, yellow and turquoise in the motorcycling world where only “total black” once prevailed.

THE FASHION CHAMPIONS FROM THE 70’s TILL TODAY.

The company owner discerned the importance of sponsorships right from the start, therefore he invested in off-road riders category, which was then defined as “Regularity” (and which today has become known as Enduro Trial Velocity) and the brand immediately won success: by the mid 1970’s almost all of the teams (SWM, KTM, Zundapp) and the world’s best riders (like the multi-titled Fulvio Adamoli and the 1979 American World Champion, Bernie Schreiber) wore Brema apparel, with its vertical brand placed on the sleeve of the jacket: it was to become a true icon for professionals and enthusiasts in a very short time, a sign of belonging and a true “two wheels” élite.

Success however went the extra mile. The success of the pilots dressed in Brema clothing got a foothold and the brand collected in the years ahead a striking number of titles in Italy, Europe and throughout the world, dominating the off-road motorcycling scenario for over 15 years carrying through its successes to the present day.

FROM WORLDWIDE TRIUMPHS TO EVERYDAY LIFE, WITHOUT LOSING ITS HOLD ON AUTHENTICITY.

In the year 2000 Giovanni Barocci, driven by the desire to create motorcycling-wear, reconsidered this great logo on the sleeves which had characterised the garments during the 70s and 80s. After having set down with the former owner, Bruno Gioli, he decided to take over the brand and to add a first Urban/Travel collection to the off-road line of clothing, already in the DNA of the brand. The first Brema collections were distributed exclusively through motorcycling accessory and clothing retailers and thanks to the strong appeal conveyed by the brand and the type of product, the results came in no time. In fact, sportswear shops began to appreciate the brand, for its style, the way it presented itself and communicated. Hence, towards the end of 2001, Urban/Travel was sided by the first sportswear/lifestyle collection, thus marking the official debut of Brema even in Sportswear Retailing. The continuous research activity on the quality of the product, the substantial investments in communication, the truly authentic nature of the product, bearing a strong identity and a great story to tell, led Brema to an exponential growth in the years going from 2003-2010 till it reached shop-windows, positioning itself alongside the most famous brand-names on the Italian fashion scene. Notwithstanding this, it has continued to have the same authentic and challenging spirit that to date dresses enthusiasts and ’off-road’ champions and can be worn by both a model and a Paris-Dakar rider without losing its peculiar character.