Clothing labels have been leaning on motorcycle iconography to market their goods for decades. Just look at Belstaff?the entire brand is virtually built on the two-wheeled halo effect. It’s usually as basic as hiring in a cool bike for a shoot, but the Dutch menswear label Vanguard has taken it a massive step further.
For three years running, Vanguard Clothing has commissioned a custom Moto Guzzi every season to accompany its range. This 1981 Le Mans Mk III is the latest, and it’s an absolute jaw-dropper.

Vanguard pulls no punches in its approach. This Guzzi?and the two before it?was penned by the Swiss firm Gannet Design. It helps that Gannet?s founder, the German-born Ulfert Janssen, is a massive petrolhead with a ten-year stint at Renault in his résumé. Now he tackles everything from cars and motorcycles to lifestyle products and luxury goods. Ulfert wanted to pay homage to the legendary Le Mans series and Moto Guzzi’s racing heritage. The project was dubbed ‘Master of Endurance’?going for an 80s endurance racer with a futuristic vibe.

At the same time, Vanguard developed a ‘V850′ capsule collection (named after the Le Mans’ motor), including a pair of moto-inspired jeans. So Ulfert was mindful to include details that would tie the clothing to the bike.
The builders commissioned to bring Ulfert?s vision to life were Joost and Take from Wrench Kings in Bilthoven, the Netherlands. And that meant countless hours of man...