Redemption Choppers

The seeds of what is now Redemption Choppers were planted early on, when founding members Gabriele “Bebe” Moratti and Daniele Sirtori, by then mere teenagers, met Vanni Laghi, a few years their senior, in the San Patrignano rehabilitation center, working as volunteers. The trio immediately bonded: Laghi, who nurtured the project of building his own bike, introduced Moratti and Sirtori to biker culture and in particular to custom-made motorbikes, and with that to rock music. The whole idea of a lifestyle made of freedom, manual invention and individuality made a lasting impression on the two.

Fastforward to 2010. Now adults with remarkable working experiences in the financial field and a deep rooted passion for art and design, Sirtori and Moratti decided, out of sheer passion, to create a company with Laghi, who in the meanwhile had mastered the art of the custom motorbike to unparalleled finesse, producing items that had the value and craft of authentic art pieces. Charity and volunteering being high on their minds, they decided to christen it Redemption Choppers, making a statement to devolve 50% of profits as donations.

At first it was bikes, produced at couture level in severely limited editions and sold through charity auctions. Right after, expanding the field of action to add clothing was a swift move. The focus, in fact, is just the same: artisanal perfection as a way to express a liberating quest for beauty.

The Redemption Choppers womenswear line has been launched in march 2013 with the f/w 13/14 season. The focus is on clothes that define a certain kind of woman: a self-confident individual who favors off-the-beaten-track adventures; a risk-taker whose familiarity with style matters is only matched by the desire to elegantly break rules. Redemption Choppers owns a romantic take on the idea of biker chic. The codes of well-behaved, well-read elegance merge seamlessly with the roughness of the biker lifestyle, keeping a high and classy frame. The photo sessions developed by Bebe Moratti starring Isabeli Fontana tell it all.

The quality of everything that bears the Redemption Choppers label speaks the language of Italian excellence, a custom bike or a leather perfecto making no real difference. Redemption Choppers works with a network of hi-end Italian producers. Each one has been chosen for the being the best in the respective field, be it ready to wear, leather or shoes, in order to give clients impeccable and unsurpassed products.

The Italian ethos of good things made well is the defining trait of an enterprise based on a seamless merging of motorbikes, fashion and charity.