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Localization at full throttle – Supertext tunes words for Riding Culture

Rokker has revolutionized the world of motorcycling gear with its highly abrasion-resistant riding jeans made of UHMWPE (ultra-high-molecular-weight polyethene). For the launch of its new lifestyle brand Riding Culture, the premium Swiss manufacturer turned to Supertext in Los Angeles, California to hit the apex of its messaging.

15 times stronger than steel

Most motorcycle pants these days have some sort of reinforcement sewn in like Kevlar pieces – or heaven forbid a full second layer under the denim, long-john style. Riding Culture’s insanely light and comfortable pants are different.

Using the latest technology, they are constructed from ultra-high molecular weight polyethylene cores which are 15 times stronger than steel. This UHMWPE is interwoven with a fiber called polyarylate, which has a very high melting point, and aramid, which is used for bulletproof vests and aircraft engine coating.

The results are CE-approved, single-layer pants that look and feel like your regular 14oz denim but are super strong to keep you protected from road rash.

Ramping up speed for global success

Driven by the success of its premium motorcycle jeans, Rokker decided to expand its footprint with a new brand: Riding Culture.

Aimed at a broader audience, Riding Culture welcomes all kinds of riding styles including biking, motorcycling, skateboarding, snowboarding and even surfing.

For its global launch, Riding Culture turned to Supertext to edit copy in English and German. The centerpiece of the collaboration, the company philosophy, can be seen below.

Tuning service is key for localization projects

This project was not only an incredible joy to work on but a throwback to Supertext’s beginnings. Launched more than 15 years ago as the world’s first web-based copywriting agency, our copyediting service was called “tuning service” back then.

Tuning words is exactly what Supertext did when Riding Culture showed up with the first draft of the company philosophy.

With the rise of artificial intelligence and machine translation, the creative craft of copyediting has also proven key in many translation projects, injecting heart and soul back into words generated or translated by machines.

PS: If you want to get up to speed with your motorcycle lingo, check out The Manual’s unofficial dictionary for motorcycle slang.

Original draft

RIDING CULTURE is not only a brand. We are here to celebrate all kinds of riding and action sports as the fusion of the different riding styles, such as biking, motorcycling, skateboarding, snowboarding and even surfing – all with respect to our nature – is our future.

Our philosophy is to offer the full freedom – if the waves are not running, we love to ride our MX-bikes on the tracks nearby – if the snow isn’t fresh and powpow, we love to ride up a mountain with our mountain bikes and speed down on a gnarly trail, to mention just a few…

Everybody is welcome at RIDING CULTURE to celebrate the culture of riding, fun, action and sport with us.

Think less – ride more

Tuned version

RIDING CULTURE isn’t just some label on a pair of cargo pants or a logo on a website. It goes way beyond just being a brand.

It’s a declaration of independence, telling the world that nothing and no one is getting in the way of my ride.

It’s a commitment to freedom – and to nature.

It’s kicking conventional wisdom to the curb.

But, most of all, RIDING CULTURE is a welcome mat for riders of all stripes. It doesn’t matter if you’re a biker, a cyclist, a surfer, a skateboarder, or a snowboarder.

We don’t count wheels; we count guts.

Here, all are welcome to celebrate our shared culture of fun and thrills, action and sport.

Here, we ride for life.


Video via YouTube

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