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“Best Performance Cycling Brand” - GQ Magazine
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SS21 Launch Campaign

Cycling has always put emphasis on place - From the Alpine climbs of Galibier, Croix de Fer and Stelvio, to the steep streets of Siena - where you ride holds weight. In testing times with restrictions on travel and hopes of winter sun abroad, our Spring Summer photoshoots evaporated with each announcement. Like everyone, dreams of switchbacks and short sleeves were dashed.

DOING OUR BIT, PULLING OUR TURN

Just as you did, we came to terms with the world as it was. Fundamentally, in a global pandemic, it simply wasn’t right to fly around the world, finding loopholes for launch. We’re all in the same boat - and like any peloton, we work better when we all pull our turn. Spring Summer 2021 was what it was - so we decided to embrace it - and better than that, to fake it.

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THE BEST OF BOTH WORLDS

A UK brand, confined to our island nation, we wanted our Spring Summer Launch to capture the iconic beauty of cycling’s biggest tests, whilst grounding us in the beauty of what’s to be found closer to home.

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RACING THROUGH OUR MINDS

We’ve all raced our local climb like it were Huez, we’ve all sprinted for signposts as if it were the Champs Elysees. Whilst we can’t live those experiences right now, we wanted to find the fun that we’ve been missing - to show our reality and our solidarity with the riders doing their bit, making sacrifices at home and overseas. 

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FINDING LIGHT IN THE DARK

Taking our shoot to the coast as a nod at the separation and distance between our local loops and the roads that ignite our imaginations. Our riders, like many of us, took to the rollers and turned to the turbo. Whilst the sun hasn’t always shined through lockdown, cycling has been a ray of light for many. Mental and physical health benefits have helped to find some brightness in the dark, and we wanted our new season launch to speak to the thousands of people who’ve discovered our sport because of the current climate.

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FOR THE SUMMER TO COME

The lapping waves, the foggy hillsides - wherever you live, whatever your surrounding, there’s a reason to ride this summer, to embrace what this season will bring, and to take it all in, back yourself, and commit to doing bigger and better things on the bike.

SHOP MENS SHOP WOMENS
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