Origins and development of the brand
The Morex Custom brand was born out of brothers Kevin, Joan and Alan Morel’s passion for customizing motorcycles. Their workshop, tucked away in the basement of a family home in Normandy, quickly became a sanctuary of creativity and innovation. From the beginning, the Morel brothers had the ambition to transcend the boundaries of motorcycle customization and create a clothing line that reflected their values of freedom, adventure and creativity.
This basement, which became their workshop, was also a party place. They would invite DJs, friends, and party, which contributed to the birth of a community around Morex, known as the “Morex Club”. This festive and community spirit has permeated the brand since its beginnings.
In 2016, Morex Custom began to expand its horizons. The Morel brothers met Simon, a surf enthusiast from the southwest of France. This meeting marked the beginning of a deep friendship and a fruitful collaboration. Simon brought with him the relaxed and festive spirit of the southwest, enriching the identity of Morex. Together, they decided to handcraft surfboards, adding a new dimension to the brand. That same year, they created their first website, without any pretension. This site allowed those who could not afford a motorcycle or a driver's license to wear the logo they loved on a t-shirt. The Morex clothing line then became a unique fusion of the aesthetics of custom motorcycles and the spirit of the southwest beaches. Each collection is designed to capture the essence of this duality, drawing inspiration from board sports, surf travel, music and fashion. The brand stands out for its bold patterns, trendy cuts and careful attention to detail.
In 2021, Morex Custom takes a significant step forward by opening the Morex Custom House. This shop enables a new customer experience for consumers, offering a physical place to discover and purchase the brand's collections. Set in an authentic and inspiring setting, the shop becomes a meeting point for custom motorcycle and surf enthusiasts. Customers can explore the clothing collections in an environment that reflects the spirit and values of Morex. This initiative not only strengthens ties with the existing community, but also attracts new followers.
In 2022, Morex Custom took a new step in its development. The brand began to be resold by distributors, thus expanding its presence across France. Morex clothing collections are now available in emblematic regions such as Brittany, Normandy, Les Landes, the Basque Country, as well as in major French cities. This expansion allows Morex to shine and share its values of adventure and freedom with an ever-wider audience.
Today, Morex Custom continues to innovate and draw inspiration from the passions of its founders. The clothing collections reflect Kevin and Simon’s adventurous spirit, offering their customers products that embody the brand’s philosophy. Each piece in the collection is a statement of style and belonging to a community that shares a common vision of life, made of creativity, self-improvement and freedom.
How are your passions for board sports, motor sports and extreme sports reflected in your creations?
Kevin: Our passions are reflected around 4 universes: - Night out refers to outings with a rather "dark" tendency - Beach breack is linked to what we call "after surf", linked to sea sports, the clothes are colorful - Turn on the engine refers to our passions for cars and motorcycles, it brings together motor sports - Odyssée is for our travels, these are clothes that could accompany us during our travels whether in the mountains, during a trail. The clothes of this universe are more technical.
If I take examples; the DAKAR shirt embodies the adventure identity, while our bomber is perfect for night outings. The “Turn on the Engine” collection includes visuals of helmets and other elements from the motorcycle universe.
Cuts and materials
Morex clothing is distinguished by its varied cuts, ranging from classic to oversized. Each piece is designed to adapt perfectly to the different lifestyles of those who wear them. Classic cuts bring timeless elegance, while oversized models offer freedom of movement and optimal comfort.
How have the cuts of your clothes evolved since the creation of the brand?
Kevin: In the beginning, we offered classic, regular, body-hugging cuts with short sleeves. Then the oversized trend took over, with longer T-shirts and wider sleeves. Now we see the crop top trend coming in, with shorter shirts and longer sleeves. Wide-leg pants and bell-bottoms are also in vogue. We continue to offer regular cuts to please everyone, but we are constantly exploring new trends.
Material selection is a key aspect of the Morex design process. Careful sourcing is done to select the most suitable fabrics, often from Pakistan, which is renowned for the quality of its textiles. Kevin, the brand’s co-founder, stresses the importance of rigorously testing each material. Samples are ordered and subjected to a series of tests to assess their comfort, durability and resistance to washing. These tests include washing at different temperatures to ensure that the fabrics retain their shape, colour and softness over time.
The materials selected must meet strict criteria of quality and performance. This includes not only resistance to wear, but also everyday comfort. The fabrics used are chosen for their ability to breathe, their softness on the skin and their flexibility.
What criteria do you use to select the materials for your clothes?
Kevin: What makes a fabric quality is not its thickness, but the quality of the thread used. We favor 100% cotton, sourced from factories certified for their quality. Once we have our samples, even embroidered or printed, we test them in extreme conditions. We wash them at 30° then at 60° to check their hold before launching production. For technical fabrics such as polyester for sportswear, the process is similar.
This attention to detail allows Morex to create garments that are not only aesthetically pleasing, but also durable and functional. Each cut and material is chosen to offer the best to the wearer, in terms of style and practicality. By combining innovative designs with high-quality fabrics, Morex ensures that its garments meet the needs of the modern adventurer, whilst maintaining the spirit and values of the brand.
Can you tell us about the importance of details, such as hidden embroidery, in your designs and how they add value to your clothes?
Kevin: At Morex, we love details. For example, the linings of the Attar jacket are decorated with hidden embroidery, and the Morex slogan is written in the collar. The snaps and zippers are all engraved Morex, which adds a unique touch to the product. We print the Morex logo in the pockets of the pants and on the seams of the caps. We also like to use embroidery or applied letters, it is all these details that allow us to create a unique experience for our customers.
The birth of a collection
Creative Collaboration At Morex, the creation of collections is a collaborative journey that combines creativity, expertise and passion at every step. This artistic and technical process begins with a spark of inspiration and ends with finished products that embody the spirit of the brand. Here is how this creative adventure unfolds, from the initial concept to the sale of the garments:
1. Moodboard: Kevin, co-founder of Morex, begins the process by creating a moodboard. He draws inspiration from fashion shows, innovative materials, and various thematic universes such as “Night Out,” “Beach Break,” “Turn on the Engine,” and “Odyssey.” These moodboards serve as a visual and thematic foundation for each new collection.
2. Drawing the visuals: Once the mood board is established, Zach, Morex’s talented graphic designer, transforms these inspirations into tangible visuals. From Kevin’s ideas, he hand-draws patterns that capture the essence of each theme.
3. Creation of the boards: Kevin and Justine then collaborate to select the final designs. Using Illustrator, they create clothing boards that illustrate the artistic direction of the collection. Justine adds a feminine touch to the designs, enriching the stylistic diversity of the brand.
4. Morex Team Clothing Selection: The boards are presented to the Morex team for collaborative selection. This step allows for a variety of perspectives to be gathered and the designs that best embody the Morex spirit to be chosen.
5. Creating detailed technical sheets: Julie, the technical stylist, takes charge of creating technical sheets for each garment. These sheets detail all the dimensions and specifications needed to ensure that each piece is manufactured with precision and quality.
6. Quality Testing: The garment prototypes are then subjected to rigorous quality testing. These tests include washing at different temperatures and other extreme conditions to ensure their durability and comfort.
7. Product Cost: Once the prototype is validated, the production cost is determined. A market study is carried out to ensure that the products are both competitive and aligned with consumer expectations.
8. Resellers: Finally, the products are presented to resellers. Pre-orders are made before the final production launch, allowing quantities to be adjusted and ensuring that the products will meet market demand.
This creative journey, rich in collaborations and expertise, allows Morex to offer unique collections that faithfully reflect the identity and values of the brand.
Conversation with Zach; Graphic Designer
Explore the creative world of Zach, the talented graphic designer behind Morex’s captivating visuals. Passionate about his craft and always on the lookout for inspiration, Zach gives us a glimpse into his artistic process and his varied sources of inspiration.
Can you describe your creative process for Morex’s visuals?
When I start a new collection, I start by doing creative monitoring on platforms like Instagram and Pinterest to capture the latest trends. In collaboration with the Morex team, we define an artistic direction based on the theme or collection. I like to start on paper to explore lettering, illustrations and pictograms, before moving on to digital with tools like Illustrator and Procreate.
What are your main sources of inspiration?
I draw inspiration from my surroundings on a daily basis: a play of texture on a bar counter, a combination of colors on a poster in the street, a typography on the front of an old shop. I am sensitive to art in general, I like to draw inspiration from everywhere around me. Traveling, especially in Asia, has greatly influenced my artistic sensibility and my graphic style. I also draw inspiration from big brands like Deus, Carhartt, Twojeys, PandCo but also from many artists; notably my graphic designer friend @cle_ard, the photographer @aaronbhall, as well as graphic studios like @youngjerks and @theschubertstudio. I admire the typographic work of @tyrsa and @romain_billaud, as well as the illustrations of @rise_wise and @blazebenbrooks. Music also plays an important role, influencing my ideas and keeping me focused.
Can you tell us about a notable project at Morex and what makes it special for you?
I loved working on the visual for the “Made” t-shirt. It was an exciting challenge to create a design that captures the essence of the design with strong typography and vibrant colors. The exceptional fit and quality of this t-shirt make it a piece that I wear with pride.
How do you collaborate with Kevin and the team to translate your visuals into finished products?
Together with Kevin, Justine and the team, we define the theme and artistic direction of the collection. Then, I work autonomously to bring my ideas to life, integrating the team's feedback to refine every detail. Together, we select the visuals that will best reflect Morex's unique identity in the next collection, ensuring consistency and quality.
Through his commitment and passion for visual art, Zach plays an integral role in creating Morex's distinctive collections, where each piece tells a unique and authentic story.
