Fashion Brand NICCE Links With London’s BikeStormz For Cycling Escapism ‘Finding Space’ Short Film

NICCE launched its latest menswear campaign for SS21 via campaign which saw it tandem up with London biking community BikeStormz to promote a collection inspired by community and the escapism offered by cycling.

The Bethnal Green-based fashion imprint’s promotion was spearheaded by a short film called ‘Finding Space’ shot locally on the streets around NICCE’s East London headquarters and in Epping Forest which celebrates the power of community through the lens of the bike crew.

The film features four BikeStormz members riding through concrete tower blocks and then out to the contrasting open spaces of woodland: interacting with their environments and sharing the experience together – while wearing items from the new collection (including jackets, jumpers, bottoms, tees and shorts).

The film, which was created with Stickers Studios and was helmed by Director Elliott Gonzo, launched on 11 March.

Following the campaign, NICCE will continue to partner with BikeStormz through their facilities and offering N-Studio for their creative endeavours and BikeStormz has already started recording podcasts in the space.

“Our goal is to encourage young people across cultures and communities to pick their bikes up and put their knives down for one day of unity and positivity. We aim to teach them skills that could change the course of their careers and lives, as well as provide programs and activities throughout the year to support their emotional, physical and personal development,” said Bikestormz Founder Mac Ferrari.

The campaign was developed by NICCE Creative Harry Wolff-Evans and the production company was production company Sticker Studios. The film was helmed by Director Elliott Gonzo, and the team also included Producer Ellis Fox, DOP Ed Hubert, Executive Producer Luke Brookner, 1st AD Sam Barham, Focus Puller Nacho Guzmán, Loader Ross Dixon, Sound Op Charlie, Animal Handler Trevor Smith, Colour Myles Bevan, with Stylist Joseph Prince and PR handled by Gung Ho.

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“What Bikestormz has done for the young people I’ve seen over the last six years is give them a sense of belonging. It’s so much more than just riding,” outlines Ferrari-Guy. “The bikes are a way to hang out, to talk, to connect, they are another way to communicate. It isn’t just a ride. It’s not just about bikes, it’s a way people can create a different future for themselves. They see our potential and they believe that everyone deserves a chance, no matter their past. All of this will help them open more doors and open up more opportunities for the guys, and give them more tools. I’m gassed about this collaboration because it’s even more proof to the boys that they can make their dreams happen.”