Pure Freude.

THE MOMENT

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

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FIND THE MOMENT.

GET CLOSER TO BMW

Thoughtful detailing and under-stated style. Because quality engineering doesn’t need to shout to stand out.

STRIPE DOT T-SHIRT
SHOW YOUR
STRIPES.

With a clean, bold logo inspired by the original production marking from our BMW engine parts, we’re letting a hidden icon take center stage.

GET CLOSER TO BMW

New logo? Far from it. This ‘stripe dot’ execution has been lovingly embossed on every BMW engine for longer than we can remember. Just a mark of the pride and perfectionism that goes into each component – even the ones you can’t see without popping the hood.

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A STEP AHEAD
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To own the future, embrace the past. The classic five-panel cap is a design archetype that feels forever fresh with our contemporary TonalDot twist.

RAPPROCHEZ-VOUS DE BMW

Pour les ingénieurs de BMW, Freude n'a jamais été une question d'agitation ou de fanfare. Ils trouvent leur bonheur dans la satisfaction d'un travail bien fait. Le logo TonalDot en relief est si subtil qu'il n'est visible que lorsqu'il capte la lumière. Pour ceux qui aiment regarder de plus près.