Finding Freude.

The moment

Freude is the joy of living well. The satisfaction we get when everything fits, function, flows. When things just feel right.

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Product insight

The sweat crew has a casual fit and comes in a range of soft, organic shades that layer up effortlessly for all-purpose wear.

Goods With Freude.

Design intention

Just because you've got the confidence to lead with empty space, doesn't mean there's nothing to see.

Moment
OFF CENTRE BUT ON POINT.

This collection is all about clean lines, clear space and thoughtfully positioned branding that puts you in the driving seat.

GET CLOSER TO BMW

The wordmark on this range unveils a new typeface for one of the world’s most iconic brands. Like every detail in this collection, ‘BMW Type Next’ pushes boundaries in form to create a look and feel that’s distinctive but organic, drawing on our past to guide us into the future.

Shop the collection
Shop the collection