Seven / TLD Split Ways

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12/11/2015 9:15 PM

Saw this on TWMX:
"Three years ago, Troy was approached by James Stewart. James had a vision to build a new, authentic brand around what he believed motocross apparel should look and feel like for a rider. Together they created SEVEN.
Since then, the Troy Lee Designs brand and business has continued to grow, now requiring even more focus to develop and build new innovative products while the dream that has become SEVEN, is a worldwide recognized gear and apparel brand.Troy and James both agree that the best way for Troy Lee Designs and SEVEN to thrive is to separate the businesses. With that being said and with the utmost respect between the both of them, the two brands will now be owned and operated independently from each other. SEVEN will be owned by James and operate by his team. Troy Lee Designs will continue to be the exclusive distributor of SEVEN through December 31st, 2015.
Starting January 1st, 2016 Seven Brand Inc. will be operated independently by the SEVEN team. “The Spring 2016 SEVEN collection will be the beginning of a new chapter for SEVEN, for which we are extremely excited about” stated James Stewart. “I appreciate all the hard work and dedication that Troy and his team have put towards starting SEVEN and while we will not be partners in this venture going forward, we remain great friends as always” concluded Stewart.

“We are excited to see James back racing and we wish him the best in his new endeavor as an entrepreneur, where we are sure he will bring the same passion and dedication as he has on the track” added Troy Lee.


Read more at http://motocross.transworld.net/news/tld-seven-mx-part-ways/#qq4VgIr7exLifdtd.99"

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12/11/2015 9:33 PM

I think they are 100% correct in that to truly thrive they must be split up. I think its cool they are seperating on great terms and not another horror business story in this industry. You never know, they may need each other down the road so better not burn any bridges.

Good on Troy and James. I love both TLD and Seven gear, bring on 16'

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It aint nothing but a little bit of this and a little bit of Braaaap!!!

12/11/2015 9:45 PM

That's gonna be a tough one, a stand alone gear company is a tough sell. The Alias model might work pretty well for them though.

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12/11/2015 9:50 PM

But he appears to have someone with some knowledge of what they're getting into.

https://www.linkedin.com/in/tommy-rios-b089364a

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12/11/2015 11:10 PM
Edited Date/Time: 12/11/2015 11:11 PM

Most important thing for Seven is for James to be on the podium every weekend, all season. Has not happened for a long time. Pressure is on.

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12/12/2015 12:29 AM

How is Seven selling? What is your feeling guys?
It's cool looking stuff for sure.

Photo

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12/12/2015 12:33 AM

Are people even buying the Seven gear? It's very expensive.

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Current fleet of two wheeled vehicles:
- KTM SX 250 2020
- Suzuki GSX-R 600 K7 track spec
- Canyon Sender CF 8.0 2018 Downhill
- Canyon Spectral:ON 7.0 2019 EMTB
- White GX Pro 20 Gravel

12/12/2015 12:45 AM

andyman wrote:

How is Seven selling? What is your feeling guys?
It's cool looking stuff for sure.

Photo

Too small for me!

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12/12/2015 12:50 AM
Edited Date/Time: 12/12/2015 1:00 AM

Motofinne wrote:

Are people even buying the Seven gear? It's very expensive.

This is all my opinion but . . .

The expense is not the only drawback. Why did he have to name it "SEVEN" ??? I don't run #7, not especially a fan of the number 7 . . . He should have given it a "normal" name and imo it would still be understood that it was his signature line. SEVEN just feels so conceded. For every raining yellow that has to have it because of the name there is probably a few that won't touch it because of the name. I don't know, maybe I am way off base. . . most of it looks nice too but I am not enough of a fanboy to wear it, flame me but that's the way I feel about it. All I can think when somebody has it on is they are a SEVEN sponsored rider or a bubba fanboy. If he had named it shift, fox, alias, O'Neal, answer, or anything besides SEVEN I would probably own a set.

I have some of the shift faction gear that chad reed wore back when he was on Honda, I know it wasn't a signature brand but it was pretty recognized on him because the gear was new and he was the first to wear it in it's fresh look. I am no more of a reed fan than I am a bubba fan but I can tell you I would have NEVER bought it if it said "TWOTWO" on it!

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2015 KTM 250sx, WP 48mm CV Forks, WP Trax Shock, Bills Pipe
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12/12/2015 2:13 AM

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

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Washed up moto and enduro weekend warrior.

12/12/2015 2:32 AM
Edited Date/Time: 12/12/2015 2:32 AM

MxKing809 wrote:

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

That's a pretty bad comparison. The problem with Seven is that all of their gear sets are 300€+. Fox have gear lines from 150-300€.

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Current fleet of two wheeled vehicles:
- KTM SX 250 2020
- Suzuki GSX-R 600 K7 track spec
- Canyon Sender CF 8.0 2018 Downhill
- Canyon Spectral:ON 7.0 2019 EMTB
- White GX Pro 20 Gravel

12/12/2015 3:17 AM

MxKing809 wrote:

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

Fox has consistently been one of the top selling brands for years. As a shop, I don't know how you can skip stocking Fox product. It's a product the shop doesn't have to push. It sells itself and it turns over which is good for a shop.

I wouldn't say everyone wearing Fox is sponsored or a "complete poser douche bag." Some people simply want a reputable company that's been around for a while. Fox has done that. They've also done a great job with brand recognition which helps them when someone is looking to buy riding gear as a gift for someone (think family at Christmas or birthdays). There are those posers who wear Fox, but their bigger market base is those who have been around the sport for a long time.

Just my two pennies as someone who sells Fox product in a shop and seeing who purchases it. Your mileage may vary. But we shouldn't paint with such a broad brush. Even if it was just posers buying the brand, be thankful that they're spending money in the industry and helping to keep it alive.

Shane

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12/12/2015 3:17 AM
Edited Date/Time: 12/12/2015 3:21 AM

Motofinne wrote:

Are people even buying the Seven gear? It's very expensive.

Thelen20 wrote:

This is all my opinion but . . .

The expense is not the only drawback. Why did he have to name it "SEVEN" ??? I don't run ...more

Im with you on that. I like the look but the brand is not something i would wear.
It has the "Premium Bubba fan" stamp on it wink

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12/12/2015 4:27 AM

I think seven has two issues: representation and price

The only top-tier pro that represents the brand is James. Unfortunately, he has been suspended, injured, and/or other things that keep him from racing. The product is not being in front of consumers enough. Seven needs more top-tier riders (win contenders). If brands could get away with having one top rider, they wouldn't be fighting over the 250 teams. Brands need many riders for exposure and promotion.

The price is a factor because it's features are not innovative to consumers; therefore, it cannot be a premium product (especially with one top rider). If Seven negotiates with the manufacturer well, pricing may be reduced after the split (hopefully). There should be less money going to TLD so it would be helpful for the cost savings to be handed down to consumers.

Generally, the majority of consumers don't identify the brand based on the literal meaning of the name, apart from it having an offensive translation or something. Fox isn't thought of as the animal and alias isn't recognized as a separate name for someone. Also, the Seven (instead of 7) branding helps break the connection of the number with consumers.

That's a small sliver of free business advice for everyone. I charge much more for my full meal consultations.

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12/12/2015 4:30 AM

MxKing809 wrote:

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

Hittin the bottle last night?

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12/12/2015 5:15 AM

Motofinne wrote:

Are people even buying the Seven gear? It's very expensive.

Thelen20 wrote:

This is all my opinion but . . .

The expense is not the only drawback. Why did he have to name it "SEVEN" ??? I don't run ...more

So by that logic, that rules out O'neal, Fox, MSR and Troy Lee gear for you...

not sure you fully understand what you even wrote

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12/12/2015 5:32 AM

MxKing809 wrote:

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

hvaughn88 wrote:

Hittin the bottle last night?

Bro...

Photo

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12/12/2015 6:15 AM
Edited Date/Time: 12/12/2015 6:25 AM

brocster wrote:

So by that logic, that rules out O'neal, Fox, MSR and Troy Lee gear for you...

not sure you fully understand what you even ...more

I was thinking the same.
All are guys names.
Smh and rolling my eyes.
Where's the face palm pic when you need it?

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Instagram - @MxCulture

12/12/2015 6:19 AM

MxKing809 wrote:

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

Damn...I guess I am a douche bag...laughing

About Seven apparel...bought a T-shirt and it fit like a women baby T..wtf...Guess I am a double douche bag blink

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12/12/2015 6:25 AM
Edited Date/Time: 12/12/2015 6:27 AM

Guys...
seVen is doing great.
Maybe too good, thus the split.
I worked for TLD as a rep for a while and saw all this origally happen.
Also have some friends at both brands.
Try to get your hands on some casual items, you can't, it's hardly in stock because it sells so well.
The logo is cool and is marketed as premium but I can see that changing too.
Going in their own direction, they'll have to change a few things too.
Yes they sponsor top ams, but other guys that wear it are posers?
By that logic, anyone that isn't sponsored that wears any gear is a poser.
Wtf are they supposed to wear?
It's a business and they sell stuff for a reason.
You'll see a press release soon on some other "posers" that will be wearing it because they are "fan boys" of Stewart. (Sarcasm)

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Instagram - @MxCulture

12/12/2015 6:29 AM

I see plenty of SEVEN gear at our local track with guys riding every brand of bike made. I'd say they will do just fine.

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12/12/2015 6:53 AM

I've been super conscious on weight savings. It is by far the lightest gear I've ever seen. With just the pant alone Weighing in at 1.5 lbs lighter than one of competions best selling pant...... Do you know how much money I would have to spend to take another 1.5 lbs off our motorcycle? A lot more than an extra 50-100 bucks

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12/12/2015 6:56 AM

I really hope SEVEN chooses to be distributed through PU, TR or WPS. That would be neat. I doubt it though.

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12/12/2015 7:19 AM

Logo/brand does not bother me, I think it is worthy of itself and looks great.
The gear is the best looking on the track, better than TLD. That is as strong as a garlic milkshake.
High end product, JS needs to stay the course IMO.

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12/12/2015 7:49 AM

brocster wrote:

So by that logic, that rules out O'neal, Fox, MSR and Troy Lee gear for you...

not sure you fully understand what you even ...more

Don't forget Thor. That's short for Torsten Hallman Racewear. Like Bubba, Hallman sponsored riders even as he raced, and also like Bubba, Hallman's gear was the most expensive gear on the market. It was perceived to be better because it was designed by an actual RACER who was still RACING. Hallman's logo back then was a great big "H" with a star on either side of it, and kids like myself would have walked on our lips over ebola-laced glass to get ANYTHING that had that logo on it. It doesn't surprise me one little bit that they can't keep Seven gear in stock. Bubba is on a perfect path here - the one blazed by Hallman. And yes, I own Seven gear, and yes, I love it; and no, I don't give a crap if someone takes me for a poser. Ignorant, judgemental people are nothing new in this world. You either to conform to what THEY want, or just flip them off and do what YOU want. I'm a proud, life-long "Flipper."

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12/12/2015 7:58 AM

Why would people talk shit about other riders that are wearing Seven or any other brand? Is it a bit like when black wheels with colored hubs started to show up 04 and 05? Are people really jealous of what other riders wear?

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Current fleet of two wheeled vehicles:
- KTM SX 250 2020
- Suzuki GSX-R 600 K7 track spec
- Canyon Sender CF 8.0 2018 Downhill
- Canyon Spectral:ON 7.0 2019 EMTB
- White GX Pro 20 Gravel

12/12/2015 8:02 AM

MxKing809 wrote:

Seven is the new Fox..... the guys who wear it are either factory supported Am's or complete poser duche bags.

KTMShane699 wrote:

Fox has consistently been one of the top selling brands for years. As a shop, I don't know how you can skip stocking Fox ...more

I had a little to drink last night......


I wear Fox because I believe it's the best gear around. With that being said though, every quad blaster/redneck is all about FOX. Just see the back window of their Escort.... HUGE Fox head.

I quit asking guys in high school if they had a bike when I saw then wearing a Fox hoddie.... because I already knew the answer.

What my point was, aside from the actual quality of the gear, seVen is the new Fox in terms of crossing over to the people who want to look like they ride and race, but don't know how to throw a leg over a machine.

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Washed up moto and enduro weekend warrior.

12/12/2015 8:14 AM

I can't wear the stuff because it's way too tight on me. Don't care for the fit at all. I like my stuff to be loose especially on my arms. But I also can't justify spending almost $100 on just the jersey alone.... I'll stick with my good ole trusty AXO gear that I get for $110 a set including gloves!

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12/12/2015 8:47 AM

Oh it's got cache baby!

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What comes around is all around

12/12/2015 8:57 AM

I think the seven stuff looks good. To bad i dont fit their rider profile. They need gear for larger guys over 150 pounds (im 6'4" 265)

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