HERITAGE

ALPINESTARS HISTORY

In 1963, a leather craftsman by the name of Sante Mazzarolo brought forth a future icon. Based in the small Northern Italy town of Asolo and with the perennial Alpine star flower as it's namesake, Mr. Mazzarolo began producing the first products bearing the Alpinestars moniker. At that time a new sport called motocross was establishing itself and becoming quite popular across Europe. Very much aware of the sport, Sante realized an opportunity to apply his talents and technical acumen to design a new type of footwear that would meet the protective needs and demands of this beautiful yet brutal form of athleticism. The revolutionary boot that Mr. Mazzarolo produced would become an archetype for motocross protection.

Early on, Alpinestars boots caught the attention of motocross legend Roger Decoster who became one of Alpinestars' first brand ambassadors and sponsored athletes.

Right from the outset, the company's vision and desire was to continually introduce innovative products that took performance to new and higher levels.

Thus a rich heritage in motorcycle racing was born, which would branch into road racing in the late seventies and eventually into nearly all discipline of motorsports from motocross to Formula 1. Though Alpinestars has evolved over the years, the timeless rebel-style of motorcycle racing and the refined Italian aesthetic of the early sixties continue to drive the brand.

Now, nearly 50 years later, Alpinestars has outfitted countless world champions past and present and produces the highest level of performance and protective footwear and apparel. To this day, Alpinestar' legacy of motorcycle racing and it's roots in Italian artistry are stitched into every garment.

THE OSCAR STORY

In 1972, a company sales representative suggested to Mr. Mazzarolo that Alpinestars should take part in a competition organized by the Fashion Academy in Turin Italy, which annually awarded the Oscar Della Moda (The Fashion Oscar). With the recent motocross footwear gaining huge acclaim for design, they decided to enter the revolutionary boot.

The Oscar award (Oscar being used in Italy as a generic term for a prestigious award, not related to the Academy Awards) was presented to Alpinestars, further validating the innovative and stylistic nature of the boots. The Oscar Della Moda was again awarded to Alpinestars in 1973. Until then, the awards revolved around fashion and rarely, if ever, recognized any product outside of the endemic, tightly knit fashion industry.

Understandably proud of this achievement, Sante wanted to publicize the accomplishment and devised a way to incorporate the award into Alpinestars' product. Replacing the company's original Edelweiss (Alpine Star) flower logo with a mesmerizing spiral graphic, Mr. Mazzarolo released a line of boots designated OSCAR BY ALPINESTARS.

In short time, the Oscar logo came to not just reflect the honor bestowed on Alpinestars, but to signify a zeitgeist that permeated an entire era of motorcycleracing. With the spiral emblazoned across the chests and shins of motorcycle champions and weekend warriors alike, the Oscar logo became one of the most recognized in the sport. While the Oscar mark itself would eventually evolve back into the original Alpinestars brand, the legacy of the prestigious award and Alpinestars' commitment to design would live on.

Now, nearly 40 years later, the Oscar name has been resurrected from the archives as a statement of culture and style. Merging a history of innovation and Italian craftsmanship, the current Oscar line will exist as a fusion of classic styles and silhouettes, punctuated by subtle technical features and modern processes. Much in the vein of the original Oscar product, an equal balance of form and function will be meticulously maintained, creating unique, premium garments, guided by the timeless rebel-style essence of motorcycle racing.

"THE QUALITY OF THE BOOTS WAS OBVIOUS RIGHT FROM THE BEGINNING."

– ROGER DECOSTER
WORLD CHAMPION, MOTOCROSS