Gigi Montrose - My Journey

We’re looking forward to introducing you to Ginger “Gigi” Damon. Check out our conversation below.

Ginger “Gigi” Damon, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an icebreaker: What are you most proud of building — that nobody sees?

I am most proud of the risks and heartbreak I have taken to pursue my business. Having the courage to go against the norm at all costs and create not only a product with a lot of thought behind it, but also a new cultural identity—a new philosophy for the modern motorcyclist. I have invested all my time and energy into something I so passionately believe in; I don’t know how else to explain it, other than to create and collaborate with those who inspire me. Gigi Montrose is a reflection of you—your identity, and what your beliefs and values are.

I was seated on a bar stool, and throughout the night I was given micro-stories and insights about these leather-clad “bikers.” I received confessions of who they are and what they do but, most importantly, I heard their dreams. I left that night feeling full of honest emotions and kindness. It felt as though two worlds existed simultaneously—one over there and one over here. Yet they meshed together and morphed into the environment as a whole, and sometimes in little segments. It was like being in a lava lamp.

Can you briefly introduce yourself and share what makes you or your brand unique?

Hello! I am Ginger “Gigi” Damon, designer and owner of GIGI MONTROSE MOTO COUTURE.

I have always been into fashion and the statement or story it tells. It is emotional, artistic freedom, and expression. This is how I feel today; this is how I express myself today.

Fashion tells a story. Fashion pushes the limits. Fashion is a time marker in history.

Based on contemporary classic designs, Gigi Montrose is a brand founded on the expression of your style. When I see someone ride up on a motorcycle, I know they are a “biker,” but I became more interested in who these people are and their passions on two wheels.

The gap I saw in the market was that times have changed—we are not all the same—and no one was looking stylish or modern. I didn’t relate to or identify with the image we all know. As my psyche veered into riding a motorbike, the old identity didn’t fit me. As a designer and creative person, fashion is provocative and has its subtle rebellion of not being like everyone else. I chose to question the status quo and bring two powerful philosophies together—bringing discreet style and the wild together.

Amazing, so let’s take a moment to go back in time. What part of you has served its purpose and must now be released?

As a child, I was fascinated with old Hollywood glamour. I was inspired by the wardrobe, makeup, and hairstyles that created these characters we related to. I dreamed of working on major motion pictures, and I did in fact accomplish that dream. As unbridled as it was, it was an environment that allowed me to perfect my craft, research, think fast, and make changes. I was challenged every day. One day, I began to realize the majority of my dreams had been accomplished, and as a goal-oriented person, I needed new challenges. I was faced with needing new creative outlets, and the career I had only ever known was beginning to slip through my fingers. A professor had once told me there are transferable skills associated with my past experiences and to make a list of my skills and talents—so I did.

The hardest thing for me was telling two amazing women I was working with at an Academy Award event for Best Hair and Makeup that I was going to leave the industry. I had a new hope and dream; I was growing into a new version of myself, and I was terrified to let go of everything I knew to venture into the unknown. I was touched by their support and encouragement to go on my journey.

Was there ever a time you almost gave up?

I’ve felt exhausted, depleted, and drained of my energy and ideas, but I have always been persistent. There is some kind of intuition and drive that pushes me to the edge. I never believe I can give up after all the time and effort I put into something; I have to see where it goes. It’s not about success or failure—it’s about: Did I try my best? Did I leave any stones unturned? Where has this all taken me? Am I happy with what I learned, and what other paths opened up?

Sure, so let’s go deeper into your values and how you think. How do you differentiate between fads and real foundational shifts?

Differentiating between a fad and a real foundational shift? Fads are quick and easily forgotten. Foundational shifts come from true values and beliefs, in my opinion. I do things because I truly believe in what I am doing. My head and my heart are in sync to carve a path, shed a light, or just feel. I believe they come from the core of your being. For me, it is having a solid statement, philosophy, and consistency. Shifts happen in the collision of chaos and calm.

Okay, so let’s keep going with one more question that means a lot to us: What is the story you hope people tell about you when you’re gone?

The story I could only hope people tell is that I lived my life by following my instincts and my heart—and that I did my damnedest to fight the good fight.