STREETWISE Motorino is the local Bondi label bringing Sydney along for the ride
BY: Kartya Vucetic
There are some brand campaigns that feel like they’ve been spat out of a three-hour brainstorm, and then there are the ones that make you stop mid-scroll.
For Bondi-born label Motorino, the latter seems to be becoming a bit of a habit.
The local clothing brand recently caught attention with its ‘Roll Into Winter’ campaign, which saw a seven-foot ball of red yarn make its way through Bondi, wrapping people together as it moved through the suburb. In a mildly depressing sign of the times, one of the biggest reactions was people realising the whole thing wasn’t, in fact, AI.
It was real. Outside. With humans. Groundbreaking, apparently.
But beneath the visual stunt was a pretty simple idea: winter as a time for people to come together through community and clothing. And for a brand built on riding around Bondi on bikes with your mates, taking that idea back to the street made sense.
Leveraging on this moment, Motorino is partnering with Lime this Saturday 2 May, offering anyone in Sydney 15 minutes free using the code ‘Motorino26’. As part of the collab, ten Lime bikes have been branded in Motorino and released into the Bondi wilderness. Which means they could end up just about anywhere, really.
Pictured: Co-Founder Clarrie Moore on a Motorino Lime bike
“We may not be able to give the community motorbikes but we can provide some sick collab lime bikes and a free ride for anyone”, the brand tells us.
For Motorino, the Lime partnership feels less like a random promo and more of an extension of the world the brand has been building: local, relaxed, community driven. It also coincides with the launch of their new winter range, which goes online tonight at 6pm and can be found in-store tomorrow from 10am.
