Canada is home to the world’s second largest Sikh population. In 2018, the Ontario government passed legislation that exempts Sikh men from helmet laws on the grounds of religious freedom. For many riders, that means a difficult choice between the protection offered by a helmet and the deep significance of a turban to the Sikh identity.

Pfaff Harley-Davidson, Canada’s largest Harley-Davidson dealership, serves Toronto, one of the world’s most multicultural cities. While Harley-Davidson has a diverse ridership, it’s often perceived to be the choice of old white men. The goal was to change this entrenched perception with a solution that would send a clear signal about inclusiveness, and communicate that the experience at the core of the Harley-Davidson brand – the adventure of the open road – is open to all.

Research uncovered that in ancient times, Sikh warriors would go into battle with chain mail woven into the fabric of their turbans. That provided protection without violating religious tenets. Why couldn’t a modern-day equivalent be created to provide the safety that Sikhs deserve? With the right motorcycle gear, Sikh riders could be empowered to protect who they are.

Tough Turban is a marriage of ancient traditions and modern, high-tech engineering. It’s a first-of-its-kind invention that caters to the specific needs of an underrepresented community, made of impact-resistant materials, with the potential to protect both the safety and the cultural identity of Sikh motorcycle riders the world over.

We assembled our team of industrial design experts with experience in 3D printing and composite fabrics. Members of the Sikh Motorcycle Club of Ontario acted as volunteer consultants. The goal was to ensure the Tough Turban was breathable, lightweight, and fully respected the requirements of the Sikh faith. To that end, we looked at materials used in military tactical clothing.

Our final design included abrasion resistance in the form of Dyneema, a laminate fabric with a strength-to-weight ratio fifteen times stronger than steel. A 3D-printed carbon-fibre take on chain mail added impact resistance, along with non-Newtonian foam, which is normally pliable but hardens instantly on impact.

Open-source designs were uploaded to the campaign website along with content profiling Sikh riders and a logotype inspired by the folds of a turban. These schematics can be leveraged by any manufacturer to create reinforced turbans for riders in their regions.

Tough Turban’s open-source schematics have been downloaded over 2300 times. Several manufacturers are exploring large-scale production and distribution, including Hero Motor Corp – the world’s largest two-wheel vehicle distributer.

The launch was covered by 171 U.S. media outlets, 54 in Canada, 18 in the UK, and 11 in India, totalling 238.8 million earned impressions with an advertising value of $2.19 million.

As reported in The Times of India, The Sikh Federation UK was so inspired by Tough Turban that they asked the British government to re-examine turban laws in the workplace, sparking a conversation even larger than the motorcycling world.

Quantitative research with people who own or are planning to buy a motorcycle showed significant shifts in perception after exposure to the initiative:

•87% viewed Harley-Davidson more favourably

•86% viewed Harley-Davidson as more innovative

•83% viewed Harley-Davidson as more inclusive

•85% were more likely to consider buying a Harley-Davidson