The Challenge
Feel The Roar: Bringing Schott NYC Back to the Open Road
Schott is America’s original rebel jacket. But online, it looked more like a boutique fashion label than a symbol of grit and freedom. The challenge was clear: reconnect a legacy brand to the raw energy that built its name. My answer was Feel the Roar—a rallying cry that gave Schott its bite back, reconnecting the product, the brand, and the culture to the rebel identity stitched into every jacket.
Manifesto - The Roar Of The Open Road
We are Schott - an inferno of leather and rebellion stitched together by the calloused hands that forged the American backbone. We dare to forge our own path and stand tall on the shoulders of those who came before us, Dean, Brando, and Kerouac, those eternal icons who dared to dream big.
We ride the wild highways of America, our jackets flapping in the wind, symbols of our relentless quest for perfection.
Schott NYC is more than a brand; it's a battle cry, a declaration against the ordinary, the mundane, and the commonplace. In every cut, thread, and stitch, we carry the spirit of defiance and the legacy of rebellion.
Here's to the wild ones, the rebels, the renegades, the dreamers. Wear your jacket with pride, passion, and the untamed spirit of a thousand stampeding thoroughbreds.
We are Schott, and We Are The Roar of the open road, the unyielding force of the American Dream.
The Manifesto Jacket
The best part of creating this manifesto was stitching it into the lining of my own Schott Perfecto.
The words sit close to the heart, unseen by the world, but always there for the one who wears it.
This Jacket is a private pact between rider and the brand, a constant reminder of the rebel spirit they’ve stepped into.
