Some riders are just not cut out to blend into the peloton.
They need to be seen. They need to turn heads.
If you’re more of a peacock than a pack dog, here are the brands you need to know about.
Warning: wild styles ahead. You may want to dim your screen now.
Australian-based Attaquer are breaking all the rules normally associated with cycling apparel. ‘Fearless design’ they call it. All we know is this: cover Italian performance wear with front and back peacock feathers and you’re going to turn heads. Attaquer do a range of kits: wild, limited edition full kits (get ’em early while they last);…
ViewIn early 2015, Lumiere founders Matt and Joe, set themselves a challenge: if they could create kit they were proud of, kit they’d love to ride in, they’d release it for sale to the public. Luckily for us, they succeeded. The first thing you notice about Lumiere is the striking design. This isn’t the work…
ViewDannyShane focuses on eco-friendly cycling apparel, using sustainable fabrics. Their products, which include jerseys and shorts, stand out for their classic, vintage-inspired designs and commitment to environmental responsibility.
ViewPrimal is an American brand that’s all about affordable, accessible fun. They offer a huge range of kit – from on-the-bike performance to off-the-bike casual – all with their signature splashes of colour and personality. With some brands it can feel like you’re paying that little bit extra for visual flair. Not so with Primal….
ViewInstantly recognisable, thanks to their vivacious kits, Tenspeed Hero takes a lighthearted approach to design. Their brazen approach to pattern and colour means you’ll be turning heads all ride long. There are funky designs a-plenty, but it’s not all fun and good times. They’re very serious about a few things: a) maintaining a performance edge…
ViewUpdate: In January 2023 the company closed down their operation. UK-based Milltag was best known for high-quality custom kits and exciting design collaborations with top artists from around the world. They’ve created bespoke kits for bands, clubs, charities, events. But a lot of the good stuff was also available to buy in their online store….
ViewBlack Sheep Cycling is one of a bunch of exciting new clothing brands to come out of Australia in the last few years. They’ve made a name for themselves with eye-catching, artistic and limited edition kits. As their name suggests, they want their riders to stand out from the crowd, so these seasonal kits are…
ViewThis has to be one of the more unusual brand names in bike clothing. According to founder – Tim – goats like getting off the beaten track, climbing hills and sniffing out coffee (!). Rather like your modern road cyclist. ‘Stolen’ adds a whiff of extra adventure. Tim created the brand to ‘work less and…
ViewUK-based Morvelo design for every kind of cyclist – and they make some of the coolest kits around. Founders Oli and Dave started out with 25+ years’ racing experience, £500 and a box of T-Shirts. Now Morvelo is one of the ‘go to’ brands for fashion-conscious riders. In their own words: “The Morvelo philosophy isn’t…
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