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words | stories | ideas
words | stories | ideas
When Giro introduced their New Road apparel collection focused on more sustainable material, clean design and an audience of riders beyond lyrca-clad road warriors and baggy shorted mt. bike shredders, they needed a new voice to capture the spirt of the line and honor the brand's roots.
I crafted a brand voice rooted in their performance-oriented history, yet still inclusive and welcoming to the wider audience the design-driven collection focused on.
Role: Senior Writer
Giro New Road Website Copy
I wrote all the feature and product for the launch collection, highlighting material stories, design elements, and the overall brand approach behind creating an entire apparel line.
Giro New Road Launch
Giro New Road Product Stories
Giro New Road Made in USA Story