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 its 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.
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, branching 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, over 50 years later, Alpinestars has outfitted countless world champions past and present and produces the highest level of performance and protective apparel and footwear. To this day, Alpinestars' legacy of motorcycle racing and its roots in Italian artistry are stitched into every garment.
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 a prestigious fashion award. With the recent motocross footwear gaining huge acclaim for design, Alpinestars decided to enter the revolutionary boot.
Alpinestars won this prestigious award, further validating the innovative and stylistic nature of the boots and was again awarded the illustrious award 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 – branded OSCAR BY ALPINESTARS.
In short time, the Oscar by Alpinestars brand logo came to not just reflect the honor bestowed on Alpinestars, but to signify a zeitgeist that permeated an entire era of motorcycle racing. With the spiral emblazoned across the chests and shins of motorcycle champions and weekend warriors alike, the Oscar by Alpinestars brand logo became one of the most recognized in the sport. While the logo 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, 40 years later, the Oscar by Alpinestars brand 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 by Alpinestars line will exist as a fusion of classic styles and silhouettes, punctuated by technical features and modern processes. Much in the vein of the original Oscar by Alpinestars branded 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.