The Dakar line

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After having previously licensed the Dakar brand to companies specialising in the exploitation of textile licenses, A.S.O. is producing their own complete collection of textile products and accessories for the first time. This change in strategy corresponds to a wish to build a true brand and to control its image.

The objective of this collection of Dakar products, which are inspired by the imaginative ambiance of the Dakar, is to make the event accessible to the greatest number of people and to share the magic and the spirit of a legendary race that is now 25 years old. A.S.O. still depends upon specialist companies to produce more technically complex Dakar products such as Dakar watches by Rodania, Dakar motorbikes by BMW and clothing and equipment for the rally organisers by Columbia.

Dakar outer-wear textile products are made from authentic aged raw materials. The products are hard-wearing and are coloured using natural pigments. Some of them are even dyed by hand.

Distribution will be wide but targeted: mail-order sales using a catalogue of Dakar products, on-line internet sales via madeinsport.com, a corner in Galeries Lafayette Haussmann, a presence in the main Eldorauto outlets and of course the stands at the Big Start.