France – A new coffee table magazine, 2 Speed Biking, aims to highlight motorcycle culture from a fresh and glamorous point of view. First imagined by trend forecasters Elodie Marteau and Lou Jacobée as an Instagram account, the project turned into a print publication thanks to the support of Milan-based NSS magazine, which launched it on its online store on 6 March 2023.
Analysing the intersection between the motorbike subculture and fashion, arts and design, Volume 1 aims to 'take the motorcycle outside of motorcycling'. The issue includes colourful style pages dedicated to helmets and an introduction to Japan’s Bōsōzoku bikes. It will retail for £35 ($42, €40).
The glamification of motorcycles isn’t new. In Five Ways Motorcycles Are Bridging Youth Culture, we previously highlighted how the sector is reaching relevance with younger lifestyle-driven audiences by promoting connection, creativity and freedom.
Mobility brands should consider how creative amateurs, especially women, can be part of their marketing or product development to introduce new cultures in-house and align with the values of global Gen Zers and Millennials