‘Imortal’ is not just a brand of clothing. ‘Imortal’ is a passion. A passion to be part of something else. It’s a state of mind. It’s far more overwhelming than any club, any group, any spiritual belief or anything you can point your finger at. Although the products are tangible products and are designed to be worn, the actual meaning of owning one is to be part of something far greater. The Imortal dream was put to reality one night as I was crouched over the tank of my bike at a private view point over looking the beautiful landscapes of the Surrey region in the United Kingdom. It was a full moon, no clouds and I could see for miles aided by the moonlight, listening to a song on my MP3 by a band I'm now fortunate to be closely associated with.

I had a vision. A vision to create something for millions of others that enjoy a ride but enjoy and appreciate life to another level. It will never be possible to put my true thoughts and feelings in words, but I felt something I know many riders around the world feel. The feeling of freedom. The feeling of inner belief and power. The feeling of invincibility. The feeling of greatness, untouchable, almost careless yet healthy, functional and completely sane. As I stared in to the moonlit landscape below, a voice in my head said Eternal life ‘Imortal’.  The same night when I arrived home, the logo was created in the early hours of the morning and the next day the company was formed. I swiftly eliminated all other work and career paths I had followed up to that point and sold my soul in the name of IMORTAL.

It’s true that Imortal is a business. It’s a business and an establishment like any other. Imortal makes money and perhaps will grow to be a blue chip firm in years to come, but remember one thing, Imortal was from the heart. It was not created as a business plan in a board room. I created it whilst staring in to the darkness, wearing a T-shirt and Jeans one summer night leaning over my bike.

Regardless of the wealth Imortal creates, I refuse to tiptoe through life only to arrive safely at death.Imortal is a way of life. My way of life!

Payman Modarres

Founder