ONE INDUSTRIES: MX ICON REBORN!

If you’re in the market for cheap riding gear … well, look the other way. Because, after a decade on the sidelines, One Industries is back, but refusing to sacrifice product quality for price with their innovative new apparel and helmet ranges.

Few brands in motocross history have left as bold a mark as One Industries. Known initially for its eye-catching graphics kits in the late 1990s, the brand quickly – and very successfully – expanded into apparel, helmets, and gear that became synonymous with motocross culture. After stepping away from the scene for almost a decade, One Industries is now making a highly anticipated comeback. And fans, both old and new, are eager to see what the iconic brand’s future holds.

“Everyone at One Industries has been involved in the sport since before the brand originally came on the scene in 1997. We proudly remain independent and are deeply rooted in our sport.”

In this exclusive interview with Gary Marquis from One Industries’ Australian distributor, Cassons, we dive into the motivations behind the brand’s rebirth, how the company plans to honour its roots in motocross graphics while embracing modern innovation, and what lies ahead. From bold design aesthetics to creative collaborations with riders, the return of One Industries signals more than just a relaunch – it’s a celebration of the sport’s heritage and evolution…

TM: What inspired the decision to bring the One Industries brand back into the motocross market?

GM: In recent years, the market has seen some major shifts in different brands and their respective brand ownership – private equities, public companies, and so on. As a result, significant cost-cutting measures have hit production in product and innovation. I wouldn’t say these brands are bad, but simply put, they moved their existence from making the best possible products to instead making suitable products for less money. And these cost-saving measures have eroded much of the quality and innovation in our market.

“We are not about mass production. The One product lines are painstakingly produced with quality first and often only available for a defined period.”

One Industries was undoubtedly a strong and well-regarded brand back in the ‘90s and 2000s, at the forefront of global innovation. The brand was transcending conventional product boundaries, offering not only some great products, but also being somewhat different in their marketing approach – something unique and not being afraid to step outside of the mainstream and challenge people’s perception of what it means to be a premium brand in the motocross market.

After a hiatus of almost 10 years, we felt this more unconventional approach – filled with innovation and finer-quality product – was missing, and that the time was right to elevate and innovate. So, One Industries is indeed building the best possible products from those who actually use them. One is not satisfying some corporate spreadsheet, but believing more so that true innovation and quality is what matters most.

Remember this classic RacerX Magazine ad from 2009, which One Industries created to announce they’d signed Jason “J-Law” Lawrence? BTW, J-Law never rocked up for this studio shoot, which is why a One Industries’ staffer (about the same size as Lawrence) stepped in to take his place … but didn’t show his face.

As One Industries started as a motocross graphics company, will that heritage influence the new product line-up? And can we expect a revival of One’s memorable graphic kits one day?

Never say never, even if graphics is not our focus at this moment. We want to continue to concentrate on producing the very best technical products in the market. We also recognise the custom graphic market is more saturated than back in the ’90s, and that anything we do with One now looks to be unique and different and not just following the herd. Watch this space, though. If we do go down that path, then it’d be with a concept that takes people by surprise, as with everything connected to One.

What challenges were faced while rebirthing the brand in 2024?

First and foremost, market conditions. We recognise that the market is not so easy at the moment. Any purchase, be it a new bike or clothing and apparel, is perhaps more than ever a very considered purchase. We want potential One riders and consumers to have the opportunity to see the value in what they are buying goes way beyond just the features and benefits of the products themselves. With our new range, consumers will always find something unique and different in the products, but it always goes way beyond that. One is more expensive than other brands, but in reality, you get what you pay for. It’s the price you pay for true premium-quality materials and features that go far beyond that of others.

“The [apparel] market’s cost-cutting measures and quality sacrificing has continued, and in the last seven years even more so. How will One Industries adapt to this low-price market? One won’t. We won’t sacrifice quality for price.”

How has the motocross industry evolved since One Industries was last active, and how do you plan to adapt to those changes?

In 1980, a pair of motocross pants cost $200. Today, you can find pants as inexpensive as $69. The race to attract consumers looking for cheaper goods has sadly steered the market. As mentioned, the cost-cutting measures that sacrifice quality has continued, and in the last seven years even more so. How will One adapt to this low-price market? One won’t. We won’t sacrifice quality for price. Our biggest complaint this year is that an item is out of stock or it’s simply too expensive. We are truly sorry for both. It’s out of stock because demand is far greater than our expectations. And when you build premium product, it’s more involved than cookie-cutter assembly. It’s expensive because it’s the best product you can buy, and this simply won’t change.

“We want every rider to feel the exceptional and distinctive nature of being part of the brand and riding with elevated product to enhance their experience every time they get on the bike.”

Everyone at One Industries has been involved in the sport since before the brand originally came on the scene in 1997. We proudly remain independent and are deeply rooted in our sport, fostering an intrinsic determination to succeed. At One, we want every rider to feel the exceptional and distinctive nature of being part of the brand and riding with elevated product to enhance their experience every time they get on the bike.

One Industries was long known for bold apparel and gear, so will we see a blend of past classics and new innovations?

While our products push technological boundaries, this isn’t the main message to consumers. It’s a given for One. Riders, regardless of their skill level, will recognise that they are equipped with the best gear on the market. Period! Yet, beyond the products, we acknowledge that our riders seek something more – a unique experience beyond the technical aspects. Our philosophy of “Engineered from Within” begins with the passionate individuals behind One Industries – our designers, developers, riders, and the entire team shaping the brand each and every day.

We are not about mass production. We’re not about cost cutting or the sacrifice of quality for profit, and therefore fooling consumers with a flashy colour here and there. The One product lines are painstakingly produced with quality first and often only available for a defined period, guaranteeing without doubt that we ensure quality and exclusivity with a connection that transcends the ordinary. Bold gear and graphics are subject to individual interpretation. Having said that, I think you will see some significant standout designs during this SX season. But the colours and graphics won’t detour our focus on premium build and quality.

What role does innovation play in the brand’s new direction? Are you exploring new technologies?

Innovation isn’t something we focus on, its everything we focus on. As mentioned, even if we do not talk directly about innovation, this is still at the heart of all One developments. And beyond technology innovation, we offer product advantages that cannot be found with other brands. Our X-197 helmet, for example, was the first to market in the US offering the new Mips® Integra TX technology, where the low-friction-layer is incorporated into the comfort liner without and additional layer component. Developed at first for MotoGP, this is a truly ground-breaking innovation now available for MX riders in our One X-197 helmets. Every X-197 helmet comes with its own hand-stitched helmet bag. It’s not just any helmet bag. With ultra-soft, plush fleece fabric liners, spare pockets for visors and goggles, and ultra-durable washable exteriors and non-slip base, this bag protects your helmet at all times when it’s not on your head. Each X-197 helmet is produced with a hand-laid shell of carbon fibre, allowing for ultra-light weight, superior impact absorption and certified testing. This puts our helmets in line with the safest helmets money can buy.

“With our helmets, plus boots and protection still to come, we have more exciting news on the product side just around the corner.”

Even with our MX gear, where true innovation is not so easy, we offer advantages to the rider not found elsewhere. Our pants are fully taped with no liner, have a magnetic waist closure (instead of a more traditional press-stud) and are available with incremental waist sizes (31, 33, 35, as well as the regular sizes) plus in certain sizes a longer-leg option with an extra three inches. With boots and protection still to come, we have more exciting news on the product side just around the corner.

One Industries was always synonymous with bold designs. So how will the aesthetic direction evolve, and what can fans expect visually from the ‘new’ One?

The direction at launch was to be clean and uncluttered in our design direction to really showcase the brand itself. Soon the fun begins. As mentioned, you will see some real design changes through this SX season and beyond.

Are there plans to collaborate with athletes or teams to re-establish the brand’s presence? It appears there’s a real ‘lifestyle’ orientation to the riders currently representing the brand.

In the US, we launched with some unique and different riders who really understood where the brand was coming from and were seeking better quality products. With so many options for riders out there, it’s usually easy for a gear brands to select athletes to represent them. With One, we didn’t want to take a rider and make them into a One rider. They have to already fit the mould and not be forced to change who they are. If they love the products, the quality and the direction, that’s the key at first. We have no interest in just writing an athlete a cheque to wear the gear. Their involvement, understanding of the product features and enhancement is critical. Julien “JuJu” Beaumer, the Factory KTM rider [who landed himself on the podium at the opening round of the 2025 AMA 250SX West on the weekend at A1 – Ed] is a great example. JuJu saw some of the new One Industries gear and tried it on. He then contacted us. JuJu is a phenomenal talent, having won Rookie of the Year in both SX and MX in 2024. JuJu is hyper-focused on racing faster and winning and, as JuJu informed us, he wants nothing but the best on his journey in doing so.

“We didn’t want to take a rider and make them into a One rider. We have no interest in just writing an athlete a cheque to wear the gear. Their involvement, understanding of the product features and enhancement is critical.”

There are in fact very few riders out there who work for One. Having said that, once we partner with a rider, it goes way beyond a one-way relationship of brand supplying product and the rider providing content. It’s a true partnership in every sense of the word. We collaborate with each and every rider to make sure the product is perfect, and further enhancements if needed can be made. We further work in unison for content creativity that aligns with the vision for the brand and the athlete – that unique and different approach that stops people in their tracks, perhaps makes them feel a little bit uncomfortable and makes them feel part of what we’ve created.

It goes way beyond the actual riding and racing. Like with our approach to products, the features and benefits and innovation might not be the first thing someone notices. But that’s still a given. Same with the riders. All of them are podium and title contenders at their respective levels of competition. That’s a given. It’s the passion they have for the sport that extends way beyond the race track that’s the most important thing for everyone connected to the brand.

Looking ahead, what are the long-term goals for One Industries? Are there any surprises in store that fans should watch out for?

We started in the US, launching only gear and then followed with helmets. Same approach in Australia. Over the coming months, we will drop additional product lines to end up with a full head-to-toe offering. But with each launch, we are able to focus singlemindedly on the particular product in question at that time.

Beyond the superior quality of the products themselves, the goal remains to be dedicated without loss of focus. We won’t get suckered into just making goods for quick profits. If you don’t notice, see and feel the innovation with each and every One product, we are not doing our job. I can most sincerely tell you, if you are expecting the same old thing, you are going to be disappointed. Get ready as this ride is just beginning. The innovations, designs and developments will continue to surprise many for many years to come!