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For Sikhs, turbans are both an article of religious faith and a way to express their shared identity. Recognizing the importance of wearing a turban, several Canadian provinces have granted helmet exemptions to Sikh motorcyclists. To add a layer of protection to that religious freedom, Toronto-area motorcycle dealer Pfaff Harley-Davidson and creative agency Zulu Alpha Kilo teamed up to create Tough Turban.
Made of Dyneema material that's used in bulletproof clothing and foam that hardens on impact, Tough Turban is a long strip of fabric that can be tied in the traditional way. The design has been open-sourced for personal use, and Tough Turban is eager to collaborate with manufacturers around the world.
As the costs to design, produce, market and distribute niche offerings has fallen, it's easier than ever to tailor products to tribes of consumers, like Pfaff Harley-Davidson did for the Sikh riders in its local community. Which of your products or services could you adapt — or which innovation can you add — to show those customers that you care about their unique needs and wants?