Motocross’s iconic racewear and culture brand Fox Racing, since 1974, is unveiling Fox Lab, bringing the niche brand into the competitive fashionscape today with plans to transcend sports by infiltrating and influencing new cultural spheres. Giving the fashion validation is London-based label, Kiko Kostadinov, who has garnered a cult following with ASICS over the years.

“For 50 years, Fox has defined the look and culture of racing. What started as a jersey promoting aftermarket race parts has become a look and a logo synonymous with innovation, influence and winning. Fox Lab was born to push the boundaries of fashion, ethos, and art.” – Chad Hilton, Brand Director

Kiko Kostadinov softens the brand’s aesthetics in the twenty-piece unisex capsule collection for SS25. The pieces so appear weathered, worn, and pre-loved, as if direct from the racetrack, while nevertheless giving a modern suggestion to the wearer. Kostadinov reinterprets the distinctive ‘fox head’ logo by inserting, arranging, and changing it onto line staples including a long sleeve jersey top, sweatshirt, and pants. Inspired by the cult 1977 film ‘3 Women’ by Robert Altman, Kostadinov was intrigued by the film’s setting in the desert, with its wonderful vision of possibilities. The murals that appear throughout the film, hand-painted by American artist Bodhi Wind, evoke this dreaminess.

The psychedelic arid desert mood is expanded in the campaign. Kostadinov commissioned artist Jacolby Satterwhite, who is known for his conceptual work on ritual, imagination, freedom, and world-building, to rethink the cooperation through his unique perspective. The resulting film and still photographs take place in a futuristic world in which the very essence of human identity is redefined and all consciousness is uploaded to the public domain. The film delves into a cosmos devoid of norms and gravity, but rich with possibilities. The story recounts the journey of a person whose consciousness is transferred to a clever, future vehicle—a cross between a human, a machine, and a transformer. With seven brains implanted in the wheels, engine, and passenger seat, the bikes navigate a wide and untamed landscape, blurring the barriers between humans and technology and providing a glimpse into a daring new future.

Check it out below:


First available on January 16th online at kikokostadinov.com and foxracing.com and in-store at Kiko Kostadinov locations and Dover Street market Paris and London stores before officially launching on January 22nd, 2025