BMW Lifestyle:
Effortless, engineered.
Where beauty and function are symbiotic.
BMW is the world’s leading manufacturer of premium automobiles and motorcycles. When launching their new lifestyle collection, we strove to bring out the innate joy within their trademark precision and diligence.
Goods with Freude is built on a strategy that shifts BMW beyond fanwear, redefining the brand for a more discerning audience. This new lifestyle brand remains grounded in BMW’s core ethos to never sacrifice aesthetic for practicality or performance. Goods with Freude is an everyday extension of what effortless style means.
Effortless, engineered.
Freude is an important yet hidden tenet of BMW that we are bringing to the fore with their new lifestyle collection. It means the joy of living well. The satisfaction in doing things the right way. The consciousness behind each decision that amounts to a life well-lived. Ease is not synonymous with inaction. Effortlessly engineered, Goods with Freude has a simple aim to provide high quality, responsible and timeless products.
Style with Substance
Modern luxury is defined by a new interpretation of value. Products are crafted with true longevity in mind, with pared back designs and a conscious manufacturing process. The entire collection is made responsibly using 100% organic cotton and recycled nylon and down. Packaging builds on the sustainable mission. We removed print from the swing tag process, embossing the logo straight onto FSC certified stock. Inspired by their car engines, the BMW logo is embossed as a badge of honour that signifies quality and trust.
