You know, there are many reasons why we love motorcycles; among them is the ability to individualize them to whichever philosophy one chooses. Case in point is this Berluti Triumph Bonneville which wouldn’t be out of place on a fashion catwalk.
It’s not new for fashion houses to get involved with motorcycling, of course. Some produce clothing with riding gear styles, some commission entire motorcycle builts. For example, Chanel recently teamed up with Pharrell Williams and Veldt to create some truly funky helmets.
This bike, on the other hand, was commissioned by Maison Berluti, a sub-brand of infamous Louis Vuitton (LV). The bike is part of the “Berluti Beach” collection which includes a Porsche 911 Targa, gym weight kit, and soccer ball.
As you can see from the pictures, the stock bodywork has been replaced with a curvy one, made from a single piece of carbon fibre. Since Berluti is a leather specialist, the seat is topped off with a specialty “Vitello Fiore” brown hide.
The 1200cc, liquid-cooled T120 engine is left stock.
The bike will be auctioned at Sotheby’s along with a pair of matching leather boots and leather-wrapped helmet.
(Image source: Airows)
Today, the Deus Ex Machina brand’s works at building custom bikes and its line of bike-themed and surf-inspired fashion apparels are highly sought after worldwide, resulting in the opening of the brand’s destination stores in Sydney, Bali, Japan, Los Angeles, and Milan.
(Image source: Airows)
With that in mind, it is easy to understand why Europe’s largest luxury brand conglomerate, LVMH SE (Moët Hennessy Louis Vuitton), has been rumoured to be in talks with Jennings in acquiring the chic and cool brand. Credible sources online are reporting that LVMH, via its private equity arm called L-Capital, are already in talks with Jennings to purchase the brand.
According to 65-year-old Jennings, Deus Ex Machina presently generates AUS$25 million annually in revenue, making worth roughly the same amount in the investors market.
(Image source: Airows)
It is widely presumed that whoever buys the Deux Ex Machina brand will likely expand its portfolio beyond its current chain of five stores with a focus on artisanal motorcycle enthusiasts. How this will actually pan out is something that only time will tell.
If this deal is successful, Deus Ex Machina will join a prestigious list of luxury brands owned by the LVMH consortium that includes Moët & Chandon, Dom Pérignon, Henessey, Dior, Louis Vuitton, Marc Jacobs, TAG Heur and Bvlgari.
Sources: Financial Review & AutoEvolution via Asphaltandrubber
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