Hat tip to Urban Cyclist Worldwide for this video:
the UK has a great cycling culture: laws that support cycling, employer benefits that pay for bikes and accessories and some of the first forerunners of urban cycling apparel and goods, like Cyclodelic who had an exciting line with TOPSHOP a few years ago. Cyclodelic is designed by by Amy Fleuriot out of the UK and focused on women’s apparel/accessories.
In the last few years there’s been a huge rush of indie and major brands doing special cycling lifestyle pieces, but it’s a pretty huge milestone when a massive global fashion retailer decides that bike fashion is a good way to stay hot and relevant. It’s too bad that it’s another menswear only project. The pieces look good – there’s probably a pretty significant quality difference between those items and say.. the Levi’s commuter collection or Outlier – but sometimes high water lifts all boats. No one does the volume or have the market reach that H&M does. Maybe a successful capsule collection will develop a wider global audience of people excited to look at clothes through the lens of daily bicycling.