Let’s talk about cycling clothing.

100’s start-ups cycling clothing brands every year but few get it right. Let’s take a broad overview of what’s hot and what’s not.

Our tips:

• Pick a specific cycling niche

• Look different

• Remember in cycling clothing, function follows fashion

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OUR FUTURE STAR: MAAP

Whilst not particularly new, they are relatively unknown outside die-hard cycling fans, yet they are killing it.

“We were born in a city with an unhealthy obsession with sport, style and coffee. We have our eye on the world, but keep one cleat clipped into our hometown.

Our founders come from different disciplines and industries – graphic design, fashion, technical apparel design – but are bound by their love of the sport. Because riding makes everything better.”

Learn more here 👈🧠👀

GOT POTENTIAL: UNIVERSAL COLOURS

Universal Colours challenges current conventions through progressive design and considerately sourced materials. As a forward-thinking brand, we are working with our partners to develop sustainable practices and create garments with a focus on originality, durability and responsibility. This is our mission: to bring cyclists some of the finest, considerately sourced performance apparel our industry has seen.

Learn more here 👈🧠👀

ON THE BENCH: adidas

Climb or descend. Indoors or out. These adidas cycling shorts are the foundation to comfortable rides of any length. Their multi-panel design hugs the body with a supportive fit that moves with you, while the men's-specific dual-density pad provides enhanced breathability and quick drying for extended comfort over medium to long rides. AEROREADY manages moisture to keep you feeling dry and comfortable throughout your ride.

This garment is made with a yarn which contains 50% Parley Ocean Plastic — reimagined plastic waste, intercepted on remote islands, beaches, coastal communities and shorelines, preventing it from polluting our ocean. This garment contains at least 70% recycled content in total.

Learn more here 👈🧠👀

COACH CORNER: OUR THOUGHTS

We estimate there are at least 100 new cycling clothing brands launched every year, but few ever make the peloton or the local bike shop.

Why so?

With so much competition it is hard to distinguish yourself, and cycling clothing (not necessarily equipment) is odd for functional apparel, function follows fashion.

Few really, and I mean really, understand this.

MAAP do. They are killing it. The image above is of a cycling jumper to wear after a ride. Beautifully different, stand-out and worthy of talking about over a cake & coffee.

Universal colours are going the other way. They are turning heads with their simplistic, minimalist design with a twist of comfort. Uniqlo perhaps?

adidas have been attempting to turn heads in cycling for years but always fail. They fail to translate their funky underground football theme to cycling. It’s hard, but I would ditch the 3-stripes and create a new brand like Jordan for Basketball and lean on Cavendish’s, or a similar personality with a rebel nature to create a clothing line.

What’s the future direction of cycling? Someone should create:

• Patagonia of cycling - never buy a jersey ever again and lean on sustainability

• “Match-your-bike” - customised clothing to match your bike

• Cyberpunk of cycling - just hit a niche hard and own it. This would be the hottest cycling brand in Asia - see image above

OTHER BRANDS TO LOOK AT:

• Pas Normal Studios: A Danish brand known for its high-end performance cycling apparel with a minimalist and stylish design. Website: www.pasnormalstudios.com

• Isadore Apparel: A Czech brand that focuses on sustainable and eco-friendly cycling clothing made from premium materials. Website: www.isadore.com

• Breathe Velo: A UK-based brand offering handmade cycling apparel with a unique blend of vintage aesthetics and modern performance. Website: www.breathevelo.cc

• Q36.5: An Italian brand that specializes in high-tech and ultra-lightweight cycling clothing for professional riders and serious cyclists. Website: www.q36-5.com

• PedalED: An Italian brand with a strong emphasis on urban cycling apparel that combines style and functionality. Website: www.pedaled.com

• Ornot: A California-based brand known for its fun and vibrant designs, catering to cyclists who prefer a more relaxed and adventurous style. Website: www.ornotbike.com

• Café du Cycliste: A French brand with a focus on elegant and timeless designs, combining performance with classic aesthetics. Website: www.cafeducycliste.com

• Rivelo: A British brand offering high-quality cycling clothing with a nod to traditional British heritage and cycling culture. Website: www.rivelo.com

• La Passione: An Italian brand known for its affordable yet high-performance cycling apparel, catering to both men and women. Website: www.lapassione.cc

• 7mesh: A Canadian brand specializing in technical and innovative cycling clothing, perfect for challenging weather conditions. Website: www.7mesh.com

Learn more about us

Thanks for your support!!!! 🙌💕

Dr Bryan & Peter

Kitradar Ltd nor its employees advocate the use of any products on this email. Please do your own research and consult a relevant professional and/or physician before consuming or using any products listed

None of the content is sponsored, we simply love the work they do and think it will spark a little bit of inspiration over your coffee break. If something is sponsored in the future we will let you know!

PLAYBOOK

• FUTURE STAR - Start-ups or innovators knocking it out of the park

• GOT POTENTIAL - Good idea. Just needs few improvements to make it to the big leagues

• ON THE BENCH - Back to the drawing board

• COACH CORNER - Our views based on 20 years at the cutting edge of sport