Event Background
On November 5, 2019, the 77th EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori) opened at Fiera Milano Rho. As one of the world's largest and most historic motorcycle exhibitions, EICMA gathers leading industry brands. Chinese smart lithium battery scooter leader SUPERSOCO co-exhibited with techwear and accessories brand TAJEZZO, which took the opportunity to launch its first European product release and officially announce its entry into the European market.
Core Information
At the show, TAJEZZO unveiled its new techwear hunting bag and streamlined shell bag from October 2019, making their EICMA debut as limited editions. Featuring dark tones, tech-fabric textures, cool aesthetics, and multi-pocket designs, the techwear products are rich in detail. The hunting bag incorporates ergonomics with 360° body contouring, and a central angled design allows effective bending during wear for memory fit. The ACHE series is specifically designed for riders, with curved lines mimicking vehicle bodies to reduce wind resistance. The shell chest bag adopts a high-end curved surface design with a honeycomb-textured hard shell that is waterproof, anti-theft, and scratch-resistant. Additionally, the POLY series, CUBE series, ARCH classic bags, and Z smart backpack series were also on display.
Related Services
Towin PR provided event planning and execution services for the Milan exhibition, covering brand launches, commercial event execution, and PR events. As a leading event planning agency in China, Towin has extensive experience in cross-border exhibition planning, brand launches, and exhibition design and production, helping Chinese brands enter the international market.
Industry Insights
TAJEZZO's debut at EICMA reflects Chinese brands' exploration of the fusion between industrial design and fashion philosophy. Techwear is no longer confined to outdoor, streetwear, fashion, or tech categories alone, but has evolved into a functional new style born from cross-disciplinary collision. Drawing inspiration from cyberpunk culture and combining ergonomics with practical functionality, Chinese brands are gaining international attention through innovative design. This entry into the European market also demonstrates the proactive stance of Chinese creativity in globalization.
Summary
In November 2019, TAJEZZO partnered with SUPERSOCO to appear at EICMA in Milan, launching new techwear hunting bags and streamlined shell bags, officially entering the European market. Towin PR provided planning and execution services for the Milan exhibition, supporting the brand's cross-border launch. The exhibition showcased TAJEZZO's comprehensive strength from industrial design to functional innovation, setting a benchmark for Chinese brands going global.