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Harley-Davidson has shaped motorcycle culture for over 120 years. As part of H-D's commitment to honoring the past while driving the brand into the future, the brand is launching H-D Collections.

Through curated products, experiences, and collaborations, H-D Collections brings forth various facets of the moto culture.

Work & Co collaborated with H-D on digital strategy and design for the new web platform. A key focus was creating a distinct brand voice and forward-looking navigation that prioritizes and celebrates the all-gender nature of the new collections.

“In working with the HD team to help launch a new era of their storied brand, a key goal was designing an experience that’s forward-looking while also rooted in Harley Davidson’s rich past,” said Aleks Gryczon, Design Partner at Work & Co. “We referenced the iconic typography of archival Harley apparel, and took inspiration from the simplified iteration of the Harley-Davidson logo — creating block outlines and a refreshed look and feel of the site.”

She added: “It was exciting for our team to work on a product that led with collections and styles first, enabling the gender attached to apparel to not be a primary consideration for how a user shops.”

The new H-D Collections launches with a trio of unique product lines:

• Bar & Shield by Harley-Davidson is a new, elevated lifestyle product line. Mirroring the study and craftsmanship associated with Harley-Davidson heritage, Bar & Shield is inspired by the unique combination of engineering, functionality, and motorcycle culture. The line, which takes its name from the phrase historically used to describe the classic Harley-Davidson logo, is designed by Creative Director of Apparel Design Louise Goldin and her team to bring a new spirit into the evolution of Harley-Davidson apparel.
• Harley-Davidson® Originals looks to the brand's rich heritage for inspiration, coming to life as a modern interpretation of the classics. The items in this product line embody the history of Harley-Davidson worn by fearless racers, notable personalities, artists, everyday riders, and enthusiasts for generations.
• Harley-Davidson® Authorized Vintage is genuine, archival, and collectible. Painstakingly sourced and thoroughly vetted, the product line is a collection of rare H-D® apparel throughout history, certified by H-D's historians with certificates of authenticity. H-D Authorized Vintage is rich with stories of adventure, rebellion, and the American spirit, positioning these items among the most desirable in the vintage apparel market. Consumers can look forward to an ever-changing array of vintage t-shirts, sweatshirts, accessories, vests, jackets, and leathers, as well as monthly drops with rich Harley-Davidson stories.

Read more in Complex, Hypebeast, and GQ — and visit the site at collections.harley-davidson.com