Page 19 - CBM24V1.1

~ ChannelEngine ~

PETROL:

PAN-EUROPEAN KING

OF DENIM

Text: Frank Calviño // Photos: Petrol Industries

Close your eyes for a moment and imagine this scene: a Ford Mustang Eleonor 69’ arrives with
the last fading lights of the day at a gas station in the middle of nowhere in Texas. The car parks
close to the gasoline pump, and bathed in the dusty golden sunset light, a tall guy opens the
driver’s door and steps out with heavy cowboy boots, classic jeans, and a grey t-shirt that reads
‘Petrol.’ This is the classic ‘all-American hero’ movie trope and also the typical motor-centric
DNA fashion style. This is the quintessential style behind Petrol Industries. The only catch is
that Petrol is actually a Dutch brand.

ow did this happen? How did a Dutch is a pan-European brand that offers a staunch repertoire of
fashion brand manage to become a global jackets, pants, t-shirts and shirts, underwear, loungewear,
Hreference in motor-centric fashion? A style polos, belts, and even socks. An entire catalogue of denim
of design that’s driven by heritage, designed for clothing options for both men and boys, always with a clear
the future, and inspired by globally accepted and motor-centric DNA style.
massively appealing American Car Culture.
Let’s talk a bit about Petrol origins.
To find this out, we had the opportunity to talk with Daniel “Petrol is a Dutch brand that mixes what Europe needs—
Gonzalez Docal, Digital Director of Petrol Industries and apparel-wise—with American car culture. We started with
in charge of their marketplaces and online retailers, their belts and later graphic t-shirts and then progressively
webshop, and their digital marketing strategies. Their story added new categories to the assortment, which is now a
is an enthralling tale of a clear business vision, a deep wide assortment with over 20 different categories in it. But
understanding of the European market, and an amazing regardless of what products or categories we add, we always
passion for design and quality. try to keep our motor-centric look and aesthetics in our
products. Because we believe that most men like cars more
Selling the American Dream at a Dutch price than they like clothing,” says Daniel Gonzalez Docal, Digital
Director at Petrol.
Petrol was founded in ‘89 in the Netherlands by Pedro van
Zon, a great car enthusiast and lover of American culture and Petrol was originally a men’s brand, but women can
fashion. The brand began as a belt brand that offered belts also influence shopping decisions. How does Petrol
‘for tough guys,’ and quickly, Pedro saw the opportunity of handle this?
evolving into a business niche that was abandoned: casual “Well, obviously, in the beginning, we were more of a
midsegment menswear. tough-guy-focused brand. But our communication has
been female-focused sometimes also because we are well
Pedro wanted to aim at this segment with a powerful aware that women—wives especially—many times are the
combination of quality yet affordable products, topped with a decision-makers during the shopping process of our brand.
clearly defined style: motor-centric DNA. Nowadays, Petrol They heavily influence the shopping decisions of their male

19