Fox Racing Wants to Be a Fashion Brand. So, It Brought In Kiko Kostadinov
Fox Racing exited 2024 as a venerable, if staid, motocross staple. It's entering 2025 as a proper fashion brand. How proper? Kiko Kostadinov proper.
Kostadinov is helping launch Fox Lab, Fox Racing's "progressive" new line, according to a press release. Basically, Fox Lab promises Fox Racing motifs filtered through the lens of collaborators, Kostadinov being the first of (presumably) several to come.
So, if Kostadinov's Fox Lab collection is intended as a mission statement, well, mission accomplished .
This ain't your daddy's Fox Racing, that's for sure.
Kostadinov's Fox Lab collection, debuted in arcane futurist collages from artist Jacolby Satterwhite, doesn't initially read as either Fox Racing or Kiko Kostadinov, admittedly. That is to say, its work jackets and athleisure sets are comparatively more approachable than the architectural curves often cut by Kostadinov's intellectual post-streetwear menswear.
But you can nevertheless parse elements of Kostadinov's practice in the resulting 20-piece collection, from the seams that race across shoulders and legs to the unexpected day-glo hues. Even the metamorphoses of the inimitable Fox logo into a wordless, oversized brandmark is in line with Kostadinov's oeuvre.
Indeed, were it not for that latter element, it'd almost be tough to connect this first Fox Lab capsule to Fox Racing, so abstracted is any latent motocross inspiration.
Kiko Kostadinov's Fox Lab collection launches on Kostadinov's website and LA store, Fox Racing's website, and Dover Street Market's Paris and London stores on January 16, before a wider release at retailers like SSENSE on January 22.
Despite 2018 and 2023 collaborations with Supreme, Fox Racing has never quite hit its stride as a fashion brand.
There've been collaborations, sure, including recent ones with Cherry LA and Travis Scott's Cactus Jack, but its focus has otherwise been on a relatively prosaic in-line collection. Fox Lab appears to be the solution.
There's extant demand for vintage Fox gear, even in Fox's Instagram comment section, but, like rival moto-turned-streetwear brand Alpinestars, Fox is clearly only interested in moving forward.
