Shift introduced its 2011 lineup of street apparel in Southern California on Tuesday, with 2010 Daytona 200 winner Josh Herrin on hand for the festivities. Media members were invited to view the new and returning products, as well as thrash off-road bikes around a mini-moto track that is built into the Fox Racing facility in Irvine, CA. In addition, one of the Graves Yamaha YZF-R6s from last season was on display at the Fox facility (Shift is owned by Fox). In men’s wear, Shift’s latest styling strategy has been to change its focus from its well-known graphic designs to more OEM-inspired products. Its $199.95 Avenger textile jacket, for example, now comes in black with red or green accents to complement popular sportbikes on the showroom floors. In women’s wear, Shift continues to pursue more graphic-intense designs, particularly in its Envy and Flare textile models, which come in a wild array of houndstooth, plaid and print designs. Both come with CE-approved elbow and shoulder armor; the $179.95 Envy offers a pocket for back protection as well. For racers, Shift continues to offer its Vertex one-piece leather suit in white, black and green/yellow splash designs for 1,199.95. Herrin, no stranger to riding in the dirt since his family owns a mini road racing/supermoto track, took the opportunity to rip around the track for a bit as well. Herrin was looking forward to the upcoming Dunlop tire test at the repaved Daytona International Speedway, and was pleased with his two-year deal to ride the Graves Yamaha in the AMA Pro Racing Daytona SportBike class. “I’m 20. I’ve got time,” Herrin says.