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Motorcycling denim brand eyes mass-market expansion

UK-manufactured selvedge denim brand Maple Jeans smashed its initial Kickstarter target of £30,000 within 36 hours and has now raised £56,360 through the crowdsourcing platform.

The brand said it was “well on course” to meet its final target of £120,000 by the time the crowdsourcing campaign closes on December 24. More than half of the backers come from outside the UK.

Maple Jeans founder Dave Fairbairn said £60,000 would help him keep 10 British machinists in work for two months and allow him to create a debut range of women’s jeans, while £100,000 would also let him open a ‘Maple Motorcycle Emporium’ in Henley-on-Thames in April – which will be his first showroom.

£120,000 would let him take the standard (non-Kevlar lined) range of men’s and women’s Maple Jeans to the mass-market. He is currently planning to keep distribution channels to the Henley showroom and its own website.

Prices sit at around £98 for non-Kevlar men’s jeans and £178 for those with Kevlar lining. It also sells a limited range of T-shirts at £29, while helmets range from £299 to £450.

Motorcycling enthusiast Fairbairn founded the brand in 2011, teaming up with Satish Tailor, a former Puma creative designer who was part of the team to design the Moto GP suit.

Fairbairn said: “It’s still early days but demand for our product is strong and we’re using Kickstarter to help take things to the next level where we can expand our range beyond its initial motorcyclist niche.”


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