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Kalup Machines
Location
Prague, Czech Republic
Role
Lead Digital Strategy & Brand Positioning
Category
Luxury bespoke café racer fashion brand
Kalup
Outcome
Kalup’s online presence became a cult statement — bold, unapologetic, and unmistakably premium. The brand achieved cross-category recognition, appearing in European motorcycle culture press and style editorials. The site itself became part of the brand’s mythology: restrained, sensual, and deliberately engineered for desire.
Kalup isn’t a motorcycle brand that dabbles in fashion — it’s a fashion house born from obsession with motorcycles, speed, and sensuality. Founded in Prague, Kalup fuses the fetish energy of the 60s and 70s café racer era with modern safety technology and couture-level craftsmanship.
Kalup creates hand-made leather apparel and custom motorcycles for those who live fast and dress deliberately. Each piece — from the Slave Suit to the limited-edition jackets — merges high-grade protective engineering with avant-garde tailoring. It’s luxury designed for danger. As lead strategist, I defined Kalup’s digital identity and positioning — transforming it from a provocative niche label into a recognisable luxury brand within European fashion and motorcycle media.
