Original French brand · Marseille
Our
History
From L'Estaque to roads all over the world — how a passion for motorcycles and Japanese style became a brand shipped to 112 countries.
Born in
the streets of
Marseille
It all starts in 2018, in the 8th arrondissement of Marseille, when Olivier — passionate about choppers and biker culture — realizes that he cannot find anywhere the parts that correspond to his vision of motorcycle style.
Biker clothing available in France lacks character and individuality. It endlessly reproduces the same styles without ever exploring what is most radical and beautiful in two-wheeled culture: the explosive mix between...American heritage of choppers and the Japanese aesthetics of culture basara.
HOLDFAST was born from this frustration — and this vision. A brand for those who make no compromises, neither on the road nor on their style.
2018
Marseille
2018
Created in Marseille
112 Countries
Delivered worldwide
5500+
Orders fulfilled
300K
Riders in our community
Style
Japan Basara
Le Japan Basara is a subculture born in the streets of Tokyo in the 80s. Japanese bikers reinvented the American chopper culture: ornate extravagance, traditional tattoo prints, dramatic cuts, and premium materials. An aesthetic that is as much art as it is clothing.
Olivier discovered this scene during a trip to Tokyo and recognized in it the DNA that the French biker was missing. He brought this vision back to Marseille and set about designing parts that simply didn't exist on the European market.
It is from this encounter between the Marseille sun, the legacy of American choppers and Japanese aesthetic precision that is how the HOLDFAST visual identity was born — forever marked by its black and white stripes, its tattooed leathers and its refusal of any mediocrity.
Rooms
which define
the brand
6 years of
road.
The birth of HOLDFAST
The online store launched from the 8th arrondissement of Marseille. The first item sold: the legendary black and white striped prisoner pants, inspired by Tokyo's Basara aesthetic. The first orders arrived from all over France within a few weeks.
Tattooed gloves — a global signature
The launch of the "1340" tattooed leather gloves—immediately adopted by the international biker community. HOLDFAST begins shipping its products outside of Europe. The brand establishes its visual identity: the red circle, the stripes, the leather. Instantly recognizable.
International growth despite the crisis
A paradoxical year: the pandemic closes roads but skyrockets online orders. HOLDFAST surpasses 30 countries served. The 16oz denim overalls become a bestseller. The Instagram community exceeds 100,000 followers.
Collection expansion & new markets
Launch of prisoner leather vests and expansion of the women's range. HOLDFAST now delivers to over 80 countries. The brand is recognized as the French reference for Japanese biker stylePartnerships with motorcycle clubs in Europe, North America and Japan.
Pike Brothers — the exclusive distributor in France
HOLDFAST becomes the exclusive distributor in France of Pike Brothers, an icon of European vintage. A natural fit: the same obsession with quality, the same refusal to compromise on materials and manufacturing. The community surpasses 200,000 subscribers.
112 countries — HOLDFAST, a global brand
Over 5,500 orders fulfilled, a community of 300,000 riders in 112 countries. HOLDFAST is today the only French brand to have successfully exported the Japanese Basara biker style worldwide, from an address in the 13th arrondissement of Marseille.
"Style should never be sacrificed for functionality — and the road should never erase who you are."
— HOLDFAST, Marseille · since 2018
300 000
riders in
our wake
HOLDFAST is not simply an online store. It is a rallying point for all those who refuse to choose between style and freedom, between heritage and modernity.
Our community ranges from Californian choppers to Japanese flat trackers, from Marseilles Softails to Berlin Sportsters. What unites them? A shared vision of style, an absolute requirement for materials, and an unconditional love of the road.
Every order you place with HOLDFAST directly funds the creation of new pieces designed in France, made in Europe, and made to last for decades — not seasons.
Join
HOLDFAST
The road is more beautiful in good company.
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