THE FALSE PROMISE OF SUSTAINABILITY

We often hear about recycled fabrics or flashy innovations as the sole path to a greener future. But true sustainability goes far beyond that: it requires mindful choices at every stage of a product’s life cycle. Overproducing “eco-friendly” garments only to discount or destroy them when they don’t sell isn’t sustainability, it’s waste. Recycling can also be more complicated than it appears: some items travel thousands of miles just to be processed, generating significant emissions along the way. It’s difficult to claim zero impact when transportation burns more fossil fuels than it saves. This system harms the environment, erodes profits, destabilizes supply chains, and compromises product quality. For us, sustainability means producing less, producing better, and genuinely meeting the needs of cyclists who wear our garments.

RETHINKING A BROKEN SYSTEM

The textile industry is currently grappling with a silent crisis of overproduction, waste, and warehouses brimming with unsold goods. Every year, millions of items end up forgotten in storage or destroyed, squandering resources and taking a toll on the global economy. Cycling apparel is no exception: too many products are made too quickly, without truly considering what cyclists really need. The system is broken, slow, inefficient, and far from sustainable. We’re here to change that. This “more is better” model has shown its limits. On one hand, it forces those seeking quality to sift through an overwhelming array of often redundant options; on the other, it wastes resources on a massive scale, impacting both the environment and the communities involved in production.