Honda celebrates custom culture with GB350S showcase at Wheels and Waves

Honda has returned to the Wheels and Waves festival in Biarritz for the sixth year of its pan-European Hondacustoms competition, celebrating individual expression through motorcycle customisation. This year’s event puts the spotlight on the GB350S—a retro-inspired single-cylinder model newly introduced to Europe.

Eleven unique GB350S builds have been created by Honda dealers and independent customisers across seven countries, each reimagining the bike through a different cultural and stylistic lens. All entries are on display at the French festival from 11th to 15th June, with public voting running throughout the summer at www.hondacustoms.com.

“Honda’s GB350S is the ideal base for customisation, blending modern reliability with retro style,” said a spokesperson. “This competition continues to grow, with over 25,500 votes cast online in 2024 alone.”

The 2025 line-up includes creations such as Spain’s café racer-inspired Rocket Lion and flat track-styled FTR350 from Vertu Honda UK. Each bike is accompanied by an artistic backstory, including Okira by Paris-based designer Freaky Debbie, which incorporates upcycled racing gear into both the bike and a matching outfit.

Fans can vote for their favourite design online, with the winning custom GB350S to be announced later this summer.