C.P. Company’s iconic goggle jacket draws inspiration from the goggles worn by drivers in the Mille Miglia, an Italian endurance motorsport race. Set into the hood of early C.P. Company pieces, the goggles became a brand signature adopted by subcultures, most notably 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 told the origin story of the Goggle Jacket in a contemporary context. We worked with musician and bike crew leader A$AP TYY to create content that spoke to the jacket’s motorsports heritage.

Campaign communications were built around a week-long exhibition of archival C.P. Company heritage pieces, displayed alongside brand artifacts and cultural programming to create conversations, build brand awareness, and drive sales.