We’re excited to introduce you to the always interesting and insightful Ginger Damon. We hope you’ll enjoy our conversation with Ginger below.

Hi Ginger, thanks for joining us today. Let’s start with the story of your mission. What should we know?

When I began riding motorcycles, I met a diverse and interesting collection of people that I may not have met otherwise. When I decided to design motorcycle apparel, it was more about who these people are outside of motorcycles. I felt that designing for “Bikers” was done enmasse and I felt more could be achieved in this space. I design from a set of principles; Value, Integrity, Quality, Technical, and Fashion

As a Brand, I built from the perspective of the consumer. Why would I want to purchase this product? The things that are important to me are; the company’s values and the quality they put into their products. At GIGI MONTROSE, there is so much that goes into the product and the brand that most people don’t know what it takes to produce a single garment. We are proud to take this time and share with you what this means to us.

Here’s a quick snapshot of our BTS:

The painstaking time it takes to source the right fabrics, analyze the performance of our protective wear and have it tested to meet the highest standards of certified protective gear. (CE rated and certified) we also focus on materials that are sustainable, eco-friendly, natural fibers and of course quality construction. That these are not only classic in design but are legacy pieces to wear for a long time. We think of it as ” why do you drive a BMW or TESLA? because, of the design, technology and their commitment to a quality product that you relate to. We strive to create products that you are equally proud of and it illustrates you as an individual who rides.

This endeavor has graced me with global opportunities. I began to search out the best people whose skill and business ethos were equally aligned with our philosophy. As my networks expanded and my knowledge, the experts and craftspeople I met along the way became integral to my company. Instead of designing apparel, I sought out the people who are equally as passionate about what they do. Collectively the work we do together is the energy we put into every single garment. These people take the utmost pride in their skills. The importance is because, the end result is to not only protect the consumer but, create tried and true products that truly cares about you, and our partners are as equally proud.

Currently, because of all the positive feed back we have received, we are now bringing in a men’s line to our brand. We are also bringing more awareness to the new e-mobility space where all of our passions and brand philosophies shine.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hi, I am Ginger Damon founder and designer of GIGI MONTROSE MOTO COUTURE. My background as designer came by way of working as a hairstylist in the film and fashion industry. This shaped my insight on how I began a technical apparel company. Having had the many opportunities to learn from top couture designers as they built and constructed their new collections to grace Paris runways. I have designed hair and makeup for Actors, Musicians, Royalty and High Profile Personalities and Business people. My work and collaborations have been on magazine covers, TV shows, and Academy Award winning movies.

Naturally, this translated into trend forecasting, design and construction, to problem solving and creating that relatable bond to an image or character. These valuable and transferable skills facilitated my passion to design apparel that surpasses the current style. I saw a gap in the culture, I felt it needed an alternative choice to reflect the people we are today and how we are moving forward into a new lifestyle and culture, one with a deeper meaning and care for the environment.

The solutions offered by GIGI MONTROSE are, to provide the consumer with premium protective motorcycle apparel that commemorates the person and THEIR lifestyle and personality. We have an elevated brand steeped in technology and performance plus the ease and comfort of classic streetwear.

I am most proud of being a Licensee of DuPont Kevlar, the partners and customers who share the belief and loyalty of the GIGI MONTROSE brand. We don’t do anything we don’t whole heartily believe in. We are also getting ready to present a new image for not only motorcyclist, but to a new emerging mobility market. Plus we are adding a men’s collection into our brand. We cannot wait to share our new line with you soon! We are building a culture based on design and values, because, you deserve the best.

Can you share a story from your journey that illustrates your resilience?

The end of 2019 I was in a major motorcycle accident and while I was recovering, COVID hit. That also had an effect on my supply chain and put my self and my brand in an abrupt halt. I was devastated. It was a huge struggle for me physically and emotionally however, every time I thought “This isn’t going to happen” out of nowhere a miracle would occur to re-instill my hope and faith that I have to endure and ride it out. It ended up being a blessing that gave me the time I needed to look at my business and myself and what really matters. This added more drive to the amazing distance GIGI MONTROSE and I had covered and how can we make it better! I committed even more to creating the best product. “Grace and Grit” became my call to arms.

How did you build your audience on social media?

During the time I was recuperating from the accident and the pandemic, I had a lot of time to really think about how do I want to tell the story of GIGI MONTROSE? I am redesigning the social presence of GIGI MONTROSE and focusing on our purpose. Everything that is counter intuitive to social media marketing because I want to incorporate a series of entertaining themes, images and stories that I like and create content that inspires people. I am not fond of being “sold to” and that isn’t in the brands DNA to be expressed as such. I’ve tried it and it just doesn’t feel right to me or GIGI MONTROSE. I feel it is important in creating social media content that it evokes an emotion or value that the viewer relates to and is inspired by as well as share the technical things we ourselves have learned on this journey. Plus, there are times I will find things amusing or I am inspired by my customers to tell a story. I get a lot of DM’s on IG when I post “FAST FASHION(able)” Friday. My audience will suggest ideas and they love it when I post them in a “FAST FASHION(able)” Friday vignettes. I feel it’s more about the philosophy of the brand and the lifestyle the individual relates to. My inspirations come from nature, travels, art, technology, entertainment and fashion. They are also the foundation of what motivates me when I am designing. I’m in the process of telling the story in a different way and I like It’s not about the product but the elements it takes to create the product and the people.

Contact Info:

• Website: www.gigimontrose.com
• Instagram: @gigimontrose
• Facebook: @gigimontrose
• Linkedin: Ginger Damon
• Twitter: @gigimontrose
• Other: Vimeo: Gigi Montrose

Image Credits
Phot Credits: Eric Zimmerman Larry Levin