American Honda Celebrates Its Heritage with the Launch of the Honda Heritage Clothing Collection

TORRANCE, Calif. February 03, 2011


Today, American Honda Motor Co., Inc., launched the Honda Heritage Clothing Collection at an exclusive event in downtown Los Angeles. The collection consists of iconic Honda apparel designs from the early 1970s and action sportswear of the 1980s. Re-imagined, designed and produced in Southern California, select items from the collection are now available for sale online at www.lockerloop.com. Additional designs and items will be introduced in the near future and are set to go on sale in late spring 2011.

When American Honda Motor Co., Inc., launched in the U.S. in a small Los Angeles storefront in 1959,
Honda established its innovative foundation through fuel-efficient motorcycles. Building upon that success, Honda brought the N600 automobile to the U.S. in 1970, followed by the popular 1973 Civic and established a loyal consumer fan base that soon wanted to display their loyalty and love for the brand. To meet this demand, Honda began to sell its own clothing line of shirts, jackets and accessories.

"Honda is excited to celebrate its heritage by recreating styles and accessories from the past," said Steve Center, vice president of American Honda's national marketing operations. "We hope that fans of Honda and vintage clothing will celebrate with us through the Honda Heritage Clothing Collection. American Honda was founded in Los Angeles in 1959, and the fact that these pieces are being designed and produced by partners in Los Angeles is a perfect fit for these historic pieces."

The initial items to be offered include a selection of three tee shirt designs that will feature the heritage-inspired logo from Honda's 1959 storefront and logo, a graphic featured on the 1974 Honda Civic sales brochure and a page from a 1973 Civic hatchback catalog. These tee shirts will be priced at approximately $40 each. Future Honda Heritage Clothing Collection items may include café racer leather jackets, nylon racing jackets, windbreakers, vests and casual wear.

To recreate the clothing, Honda is working with the creative consulting agency, Hubris Factory and its founder, Jon Alain Guzik. Design and production of the apparel will be handled by Los Angeles-based Crate Clothing, and its founder Chad Hilton is re-imagining the clothing using classic Honda logos and insignias.

About Honda
Honda offers a diverse lineup of 12 cars and trucks that include the mid-sized Accord, compact Civic,
CR-V crossover SUV and Odyssey minivan. Honda also offers a wide range of fuel-efficient and low-emission vehicles that include the Insight hybrid, Civic GX (compressed natural gas-powered vehicle), Civic Hybrid, CR-Z (sport hybrid coupe) and FCX Clarity (fuel cell-electric vehicle). Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. Honda began U.S. production of motorcycles in 1979 and automobiles in 1982.

About Hubris Factory
Founded by Jon Alain Guzik in 2007, Hubris Factory is a creative consultancy that aims to help brands navigate the media space by developing strategies that reflect the core, heritage and lifestyle of brands through experiential and online campaigns. Hubris Factory concentrates on the intersections between fashion, lifestyle and automotive brands. Clients include Yahoo!, Isaia, DriverSide and Honda.

For more information and images of the Honda Heritage Clothing Collection, please visit
hondaheritage.tumblr.com. To purchase items, please visit lockerloop.com. For media information or downloadable high-resolution images of Honda vehicles, please visit Hondanews.com. Consumer information is available at Honda.com.

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