C.P. Company’s iconic goggle jacket takes inspiration from the protective goggles worn by drivers in the Mille Miglia, an Italian open road motorsports endurance race. Set into the hood of early C.P. Company pieces, the goggles became a brand signature that was adopted by subcultures, most notoriously the British football casuals who ran terraces throughout Europe in the 80s.

Briefed to introduce C.P. Company to the American market we designed a campaign that translated the mythology of the Goggle Jacket into a contemporary language. We worked with musician and bike crew leader A$AP TYY to create content that spoke to the motorsports heritage of the design.

Campaign communications lead towards a week-long exhibition of archival C.P. Company heritage pieces, displayed alongside brand artifacts and cultural programming that created conversations, brand awareness and sales.