REDEMPTION was founded in 2013 by Bebe Moratti, Daniele Sirtori and Vanni Laghi. Long time friends, joined by the same passion for choppers, the three business partners set their sight on creating a brand. The goal was to create something beyond material goods though – a lifestyle that unites fashion, bikes and philanthropic dedication. The brand’s DNA is very close to couture with its sophisticated looks and Rock’n’Roll references, constituting a timeless yet contemporary wardrobe. To sustain their creed, to transform commercial power into social progression, REDEMPTION supports a number of charitable associations, donating 50% of their profit and participating every year to the fundraising organized by AMFAR in Cannes during the film festival.