Royal Enfield launches 'Make It Yours' riding jacket customization program

Kenneth John Published: September 20, 2021, 05:52 PM IST

It's nothing new when you hear someone associate the word customization next to Royal Enfield, but the new 'Make It Yours' program now extends to the riding jacket category.

Royal Enfield's 'Make It Yours' initiative is extremely popular and provides customisation options on its bikes as well as clothing like helmets and T-shirts. Now, Royal Enfield business has announced that its riding coats will be part of the 'Make It Yours' customization programme as well.

Motorcycle and riding fans can now personalise and purchase riding jackets using an easy-to-use interface that includes colour, lining and armour choices. In addition to colour options, the website allows users to customise their riding coats with winter and rain liners.

Customers may add armour for impact protection on places like the chest, shoulders and back as part of the MIY riding jackets programme, which prioritises safety. They also have the option of choosing between Knox and D30 armour. The goal is to provide goods that satisfy worldwide safety standards while remaining affordable.

The Royal Enfield customization programme is also available through the company's official web store. The MIY will be available on helmets, t-shirts and riding jackets at dealership locations shortly, according to the company.

Puneet Sood, National Business Head of North and West India and Global Business Head Apparel, Royal Enfield, said, "Royal Enfield has always been working towards enhancing the ownership experience for its customers - be it motorcycles or apparel. We listen to our riding community who is constantly engaged with us and gives us feedback, thus helping us build relevance in the range we offer. With its MiY initiative, the brand's advocacy for self-expression and customization grows stronger. After witnessing the overwhelming response to our MiY Initiative for the range of motorcycles, helmets and t-shirts, we decided that it was time we took this forward to our range of riding jackets as well. Consumers are often compelled to buy riding jackets off the shelves to act more as utility accessories as opposed to catering to their needs or complementing their style. This initiative now gives users the opportunity to not just build all-new jackets but also upgrade their existing jackets."

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