Laying the groundwork for the collaborative culture that is cradled within RSRV.
In 2017, a special opportunity presented itself. Pharrell Williams was interested in a custom jacket that he wanted Alpinestars to produce. The person responsible for the concept and design of the jacket was Cynthia Lu. At the time, Cynthia was a creative partner of Pharrell’s and founder/creative director of the adored streetwear brand Cactus Plant Flea Market (CPFM).
Through the collaborative work with Cynthia, the creative gears started turning. Eventually, she proposed a more comprehensive collaboration that would include consumer-facing products, rather than just a one-off custom piece.
The result was a full range of Alpinestars flagship MX products awash in CPFM’s vibrant and emphatic design language and sensibilities. Consisting of Alpinestars Racer Tech Jersey, Racer Tech Pants, Radar Glove, S-M8 Helmet, and Tech 10 Boot, the complete line was unveiled in April 2019 and promptly scooped up by streetwear and MX fans alike.
To celebrate the launch of the collaboration, several Alpinestars champion athletes wore it at the Nashville round of the 2019 Supercross season. Justin Barcia, Eli Tomac, Jason Anderson, and others all took to the dirt in neck-to-toe Alpinestars X CPFM, and Eli Tomac took it to the podium with the race win.
The adoration for the line extended beyond the MX track with a number of rap legends rocking it as well. A$AP Rocky, Lil Uzi Vert, and Pharrell were all spotted rocking it throughout 2019.
Part of the RSRV ethos is partnership and collaboration. While this particular collab predates RSRV in physical form, the creative energy of the project has informed the RSRV process. This is the sort of boundary exploration and culture crossing that has always come so naturally to Alpinestars and has laid the foundation for RSRV to be what it is.
