When Giro introduced their New Road apparel collection focused on more sustainable material, clean design and an audience of riders beyond lyrca-clad road warriors and baggy shorted mt. bike shredders, they needed a new voice to capture the spirt of the line and honor the brand's roots.
I crafted a brand voice rooted in their performance-oriented history, yet still inclusive and welcoming to the wider audience the design-driven collection focused on.
Role: Senior Writer
Giro New Road Website Copy
I wrote all the feature and product for the launch collection, highlighting material stories, design elements, and the overall brand approach behind creating an entire apparel line.