Individuality, not individualism, is the essence of the Redemption ethos: having something made for you that really matches your taste. Finding the best Italian fabrics and working with highly skilled Italian artisans to produce flawless, timeless pieces and building custom-made bikes in a Rimini workshop are, in this sense, identical actions. The quality of everything that bears the Redemption label oozes Italian excellence, a bike, a leather perfecto or an evening gown all treated with the same pursuit for artisanal virtue. Redemption works with a network of hi-end Italian producers. Each one has been chosen for being the best in his respective field, be it ready to wear, embroidery, leather or shoes, in order to give clients impeccable, unsurpassed products. The seeds of Redemption were planted when founding members Gabriele “Bebe” Moratti and Daniele Sirtori, by then mere teenagers. The whole idea of a lifestyle made of freedom, manual invention and individuality stems from that encounter. The company was finally founded by the duo in 2013. Bebe Moratti is the line's creative director and image-maker, working on all collections and photo sessions that merge the codes of well-behaved, well-read elegance with the freedom and open-air energy of the biker lifestyle.