ITALY

South Garage Motor Co

When Giuseppe Carucci, founder of South Garage Motor Co in Milan, first received the ‘Icons of British Originality’ design brief, his reaction was short but sweet – “Finally!” In just one word, Giuseppe perfectly summed up the passion and energy that has driven his business forward since it first started customising bikes in 2012.

Although Frank Sinatra’s ‘My Way’ is often heard belting out of their workshop speakers, their approach to custom building is a little less egocentric. Whatever they’re working on, they maintain a deep respect for the bike and the brand. Their aim is always to enhance the things that make each motorcycle distinct, without compromising its identity.

Staying true to the bike, whilst also creating something unique and exclusive, is what South Garage Motor Co strives for in each and every build. Using superior materials, fine craftsmanship and stylistic flair, their ongoing aim is to strike the perfect balance between aesthetics, functionality, comfort and performance.

How did you get into Customs?

I’ve been into custom builds since day one. It really fits my attitude to life, as well as my passion and vision for the business.

What do you think makes the Bonneville platforms a great platform for custom builds?

The Bonneville range of motorcycles has such a timeless appeal and its such an extremely versatile platform from a chassis and drivetrain point of view.

How would you describe your approach to custom bike building?

My philosophy is ‘disrupt without disrupting’. By that I mean, the goal is always to enhance the distinctive features of the brand and the motorcycle, without compromising its identity. At the same time, the aim is to create a unique and exclusive piece of superior quality, that feels bespoke to the owner in terms of both quality and aesthetics.

What’s your favourite part of the build process, and why?

My saying is ‘ditch the plastic and go for classic!’ I think that you only get exclusive character, aesthetic satisfaction and a sense of authenticity by using superior materials with the finest workmanship.

What makes your builds unique compared to others in the custom scene?

I think it’s my approach to my work. I only use the finest quality materials, finishes and styles. I’m constantly searching for the ideal balance of aesthetics, functionality, comfort and performance

What aspect of British culture has influenced your response to the brief?

I think it’s a combination of three aspects that I feel are characteristic of iconic British culture. These are timeless elegance, discreet luxury and evocative charm.

If you could build a custom bike for anyone, who would it be and why?

David Beckham, because he’s such a prominent British public figure with international visibility and appeal. He’s a keen motorcyclist, athlete, and style icon with impeccable stage presence. He is emblematic of the contemporary British gentleman rider.

Is there a golden rule you always follow when building a custom, and is there one rule you love to break?

One rule I’d never break is that of always respecting the brand and the motorcycle. One that I enjoy breaking is to never try to redefine the frame and chassis.