Brand Foundation

• Brand Purpose: Why we do what we do

  We’re in business to override the negative impact of the fashion industry.

  To reverse the fashion industry’s negative impact, we draw energy from the love for cycling we share with our crowed. SUPER VISION believes cyclists are the perfect breeding ground for a conscious fashion revolution.

• Brand Behavior: How we do what we do

  1. SUPER VISION strives to develop the best (for now, non-performance) products for cyclists. Products that are born out of a dialogue with passionate cyclists and solve real needs of everyone who regularly rides a bike.
  2. Our products are made in ways that cause the least possible impact, while inspiring their owners to offset that impact by cycling more.
  3. SUPER VISION’s passion for cycling is closely linked to its desire of combatting the environmental crisis – we want to get more people onto their bikes, more often.

• Brand Promise(s): What we offer to our consumers

  SUPER VISION is laboratory. We test and learn. Our aim is to keep evolving. We want to inspire a similar mindset in riders globally.

  Our key product benfit is sensible functionality. Our products aren’t overengineered. They are meant to do their job well, get produced in the least harmful way and last a long time. Out of this focus a self-contained aesthetic is born.

  In a nutshell we offer:

  • Solid gear dedicated to cycling

  Our brand messages are in line with our promise but can be on a spectrum from straightforward to somewhat cryptic.

  Straightforward:

  • Eco-conscious gear for those who ride.

  Less straightforward:

  • Minimal impact gear with maximum effect.
  • Made with the planet in mind and the journey ahead of you.
  • The CHAIN 00.1 jeans. Your new long distance relationship.

  Somewhat Cryptic:

  • No-nonsense is the only thing that makes sense to us.

• Brand Character

  SUPER VISION’s brand character is founded on a set of clear values that are complemented by a distinctive edge:

  Brand values

  1. SUPER VISION is progressive: We are forever forward-thinking – technologically, environmentally and socially.
  2. SUPER VISION is collaborative: Co-creation is our way of ensuring we never lose touch with our core audience while staying true to ourselves. Together we keep iterating to get closer and closer to fulfilling our purpose.
  3. SUPER VISION is honest: We share our process by talking openly about setbacks and ambitions.

  Brand edge

  • SUPER VISION is absolute: We are unshakable in our beliefs and take the hard route over the easy way out. Every. Single. Time.