Motul x Von Dutch: Indonesian Custom Culture Goes Global

Motul Indonesia has once again teamed up with Von Dutch Indonesia for a collaborative campaign titled "Kustom Kulture Beyond Borders." This initiative aims to celebrate the fusion of automotive culture, streetwear, and custom culture, elements intrinsically linked to the identities of both brands. The collaboration elevates driving beyond mere mobility, positioning it as a lifestyle. Motul and Von Dutch seek to deepen their connection with the evolving automotive community, embracing its diverse cultures and creativity. Their partnership, initiated in 2025, is founded on a shared vision and passion for the automotive world, leading to not only joint products but also experiences that foster community interaction and expression of automotive passion. Motul views Von Dutch as closely aligned with various facets of automotive culture, from motorcycle enthusiasts and classic cars to the broader custom culture scene. This collaboration allows Motul to expand its communication into the lifestyle domain while retaining its core identity as a high-performance lubricant brand. Von Dutch, in turn, translates the spirit of driving through its distinctive design ethos, combining authentic visual characters with automotive elements to create products that exude strong identity and represent freedom of expression. "Kustom Kulture Beyond Borders" draws inspiration from American Kustom Kulture, classic racing, and vintage racing nuances. Elements such as garages, workshops, pinstriping, and motorsport heritage are integrated with the rebellious, bold, and authentic character for which Von Dutch is known. The concept has been translated into a collection that emphasizes not only aesthetics but also embodies the spirit of automotive culture, designed to resonate across generations. Freedom of expression and a love for vehicles are the common threads running through the Motul and Von Dutch collaboration. In their initial collaboration, Motul featured its Motul 5100 4T, a lubricant with Technosynthese Ester technology designed for daily use and touring, focusing on a balance of performance and reliability. The collaboration continues with the spotlight on Motul 7100 4T, a 100% Synthetic Ester lubricant engineered for high performance and optimal engine protection, particularly for riders seeking more from their vehicles. "For Motul, automotive is not only about vehicles and performance, but also about culture, passion, creativity, and the community that grows within it. Through 'Kustom Kulture Beyond Borders,' we want to present an experience that brings together Motul performance with the character and spirit of custom culture that is so strong," said Welmart Purba, Managing Director of PT Motul Indonesia Energy, in an official statement. Beyond products, Motul and Von Dutch have organized community-focused activities. A digital Photo Competition invited riders to showcase their driving style and best outfits featuring the Motul x Von Dutch collection. Physical events included "Sunday Cruisin'" and a "Museum Tour Experience" at the Vault Automotive Museum, where participants could admire classic vehicles and automotive artifacts. These activities are part of both brands' efforts to create experiences that blend riding, heritage, and lifestyle. Community engagement is expected to further strengthen the bonds between Motul, Von Dutch, and automotive enthusiasts. The spirit of this collaboration was amplified on a global scale with the presence of the Motul x Von Dutch booth at the MOONEYES Street Car Nationals in Odaiba, Japan. This prestigious custom culture festival provided a platform for both brands to introduce their collaborative work to international automotive enthusiasts. Their participation in Japan signifies that collaborative creations originating in Indonesia have the potential to capture the attention of the global automotive community. The developing custom culture worldwide offers Motul and Von Dutch a space to build broader connections. "We hope that this collaboration does not stop at a product or campaign, but can continue to create relevant experiences for the community. The spirit of 'Custom Kulture Beyond Borders' is also proof that the love of automobiles has no limits and can be a language that connects various communities in the world," Purba concluded. Through "Kustom Kulture Beyond Borders," Motul Indonesia and Von Dutch Indonesia aim to demonstrate that automotive culture extends far beyond mere vehicle performance, encompassing identity, creativity, community, and lifestyle as integral, growing components.