The Joy of Fashion. The Story of Joy in BMW Collection.


The collection tells the Story of Joy with exuberance, engaging dialog, and holds many surprises in store. It demonstrates the typical BMW dynamism in fantastic colors, permits a range of combinations, and has unexpected details that create a joyous mood. JOY is available for the whole family. This line of products has the Story of Joy literally woven into it – you can read the BMW Joy manifesto on the interior of every item: “Joy is our promise …”

Stylish declaration: Joy never says never.

The T-shirts in the BMW Collection broadcast their message loud and clear – and with style: “JOY NEVER SAYS NEVER” is printed on these tees for men, women, and children. And you can read the statement once again on the neck, where it is discretely woven into a cotton ribbon around the collar. This fine detail is not only incorporated into the T-shirts but into all of the clothing in the collection.

The JOY polo shirts with concealed buttons are perfect for anyone who loves the sporty BMW look and doesn’t like to skimp when it comes to design and quality. High-quality cotton makes them pleasant to wear, whereas the contrasting colors on the inside of the collar, the collar, and in the decorative stitching give the shirts a dynamic elegance.

Whatever the weather, there’s always a reason to be joyful.

Being in a good mood does not depend on the temperature. It’s a matter of your attitude. And with the BMW Collection, you’ll always feel good – even in the cold. Take for instance the casual sweat jacket with its furry hood, which is adjustable using a woven band. With big JOY lettering on the chest, stylish knitted pullovers offer the perfect his-and-hers looks. The complementary V-neck and zip collar are an added touch.

Even if it’s bitter cold, you will be overjoyed to have this ladies’ down jacket as part of your wardrobe. Generously lined with feathers and with a large hood, and also breathable and wind and water resistant – it will keep you cozy right through

the winter. And, in style. Fashionable fitted-cut seams and white piping around the hood and zipper make this jacket a cheerful and snuggly eye-catcher. And of course, it comes with a promise of JOY – printed on the back.

Joy for life: accessories with the JOY factor

Take your luggage in style with the BMW Collection’s JOY messenger bag. The messenger bag safely accommodates all conventional 17-inch laptops, with extra compartments for organizers, phones, and tickets. Embroidered JOY lettering decorates the side.

With the JOY backpack, travelers can shoulder their load with ease. Intelligently conceived compartments with fleece lining and zip closures accommodate your laptop and travelling office. We’ve even thought of a specially insulated drink compartment. A padded back and special ventilation system ensure that it’s extremely comfortable to carry. Also: there’s a BMW badge and JOY lettering on the front.

Enjoy flying? Then this JOY trolley case should be your preferred travelling companion. Compact dimensions suitable for use as cabin luggage, but with spacious stowage that allows you to pack for an entire weekend. With telescopic handle, quite rollers, it further expands with a zipper if you’re taking along a bit more. The JOY manifesto on the inner lining reminds you of the joys of travelling. All luggage is supplied with our exclusive “JOY TRAVELS IN STYLE” bag tags.

“JOY” from the BMW Collection is available from selected BMW dealerships and on the Internet at


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