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Pfaff Harley-Davidson Protects Sikh Motorcycle Enthusiasts with the Tough Turban

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Zulu Alpha Kilo releases open source design plans globally

Pfaff Harley-Davidson Protects Sikh Motorcycle Enthusiasts with the Tough Turban

Freedom – freedom to ride – is at the heart of a new innovation championed today by Pfaff Harley-Davidson. The Tough Turban was conceived and designed by Toronto’s Zulu Alpha Kilo, the dealership’s creative partner, which developed this advancement using impact-resistant materials to better protect motorcycle enthusiasts. 

The design features emerging technologies in protective gear like non-Newtonian foam that hardens on impact, 3D-printed chainmail and a composite fabric used in bullet-proof clothing. The full design considerations for the prototype have been open-sourced and released online, enabling any manufacturer in the world access to the virtual blueprint to make their version of a reinforced turban for riders in their region. Details are available on a specially created mini-site to support the Tough Turban concept here 

“Pfaff Harley-Davidson is proud to help champion an idea that celebrates the diversity of our ridership. We are honoured to help advance the cause of diverse gear and to help build awareness for the potential of the innovation amongst our vast community of riders across Canada and around the world,” explains Brandon Durmann, brand marketing specialist at Pfaff Harley-Davidson. 

Since 1903, Harley-Davidson has helped shape the identity of millions of motorcyclists worldwide and represents a lifestyle and an emotional attachment. Harley-Davidson appeals to a growing community of riders, including those riders who wish to try an alternate form of head cover, other than the helmet.   

“The Tough Turban further empowers Sikh riders to protect who they are,” shares Zak Mroueh, founder and chief creative officer of Zulu. “This initiative combines a lot of things we’re glad to focus on at Zulu Alpha Kilo – inclusion, innovation and our core belief in using design thinking to solve real world problems.”

The idea came from the team of Dan Cummings and Vic Bath, who is from a Sikh background.  He was inspired by his father, who grew up in a small village in India and dreamed of owning a Harley-Davidson, which to him was the ultimate symbol of freedom.

Zulu Alpha Kilo partnered with Spark Innovations to construct the preliminary design of the Tough Turban. 


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Client: Pfaff Harley-Davidson


Agency: Zulu Alpha Kilo

Chief Creative Officer & Creative Director: Zak Mroueh

Head of Design: Stephanie Yung

ACD/Art Director: Vic Bath

ACD/Writer: Dan Cummings

Designer: Jeff Watkins, Rasna Jaswal

Client: Brandon Durmann, Melanie Somerville

Agency Producer: Colleen Allen, Laura Dubcovsky, Tom Evans, Kathryn Brown

Account Team: Rob Feightner, Matt Sinuita, David Trembley, Allison Diaz Mercado

Strategy Team: Spencer MacEachern, Shaunagh Farrelly

Product Design: Sparks Innovation


Production House: Zulubot

Director: Barbara Shearer

DOP: James Arthurs

Editor: Jessie Posthumus

Moton Graphics: Ashlee Mitchell

Illustrator: Nabil Elsaadi

Audio Engineer: Dino Cuzzolino

Web Design: Jacqui Lau, Kesia Payne

Photographer: The Moto Foto | Dan Lim 

Online Artist: Felipe Chaparro 

Head of Production: Adam Palmer

Categories: Outdoor Equipment, Sports and Leisure

Zulu Alpha Kilo, Wed, 16 Jun 2021 16:13:55 GMT