Desire: BBUC Copycat Capsule

Desire: BBUC Copycat Capsule

Unicorns amongst the peloton? The next generation of cycling kit is coming to the fore and you’ll either get it or you won’t

Brilliant Unicorn cycling kit Desire Gear Online Desire

You’re sat at the dinner table. You recognise the faces of your nephews, mum’s nose, dad’s jawline; you even pick up on mannerisms passed down from their parents, but when they speak, it’s as if you’ve missed part of the conversation. New words. Fresh turns of phrase. It’s a generation thing. 

The same could be said of the new breed of cycling kit manufacturers that have so far managed to establish a business through Instagram. It’s cycling kit – that we all recognise – but it’s saying it in a different way. And everyone’s listening. 

Desire: Sako 7 – The Eighties Kit 

BrilliBrilliant/Unicorn (or BBUC for purists adverse to hashtag era keyboard abuse): the name doesn’t give away too many clues as to what the company is pedaling. It originated from when its founders finished their Sunday ride, Ride Unicorn, in their hometown of Vienna. A fixed gear ride. One gear. One horn. One unicorn? Brilliant Unicorn? Not sure if we’re missing part of a conversation again, but that’s the gist.

Rather than release seasonal collections the way cycling clothing brands have done for years, BBUC, with a new way of thinking and perhaps taking inspiration from the likes of street wear brand, Supreme, drops new stuff every fortnight. This keeps everything fresh, and with a business built on Instagram, gives them more to say on its feed.

The Copycat Capsule came about as a statement on the “over-branding, hyper-sponsorship of team kit in the pro peloton”. This is the BBUC take on its imaginary cycling team.

The new generation is coming.

The post Desire: BBUC Copycat Capsule appeared first on The world's finest cycling magazine.

Brilliant Unicorn cycling kit Desire Gear Online Desire

READ MORE

Amstel Gold Race Ladies Edition 2025 preview: Demi Vollering is back

Amstel Gold Race Ladies Edition 2025 preview: Demi Vollering is back

The first of the Ardennes Classics could see a reduced sprint, unless the climbers can make attacks stick

Leer más
Remco Evenepoel and Tadej Pogačar at the 2024 Tour de France

Amstel Gold Race Men’s 2025 contenders: Will a returning Evenepoel challenge Pogačar?

Rouleur takes a look at the favourites for the first of the Ardennes Classics this Sunday

Leer más
Joe Pidcock's lonely solo ride at Paris-Roubaix: 'The cobbled sectors were full of people walking'

Joe Pidcock's lonely solo ride at Paris-Roubaix: 'The cobbled sectors were full of people walking'

The Yorkshireman was the last rider to cross the line at Paris-Roubaix, 53 minutes and 40 seconds after the winner

Leer más
A Roubaix romance: Why this is sport's greatest stadium

A Roubaix romance: Why this is sport's greatest stadium

The finish of Paris-Roubaix is like no other and the velodrome will be home to legends for years to come, writes Rachel Jary

Leer más
‘Van Aert said he would work for me’ - How Paris-Roubaix’s youngest rider became Visma-Lease a Bike’s unexpected co-leader

‘Van Aert said he would work for me’ - How Paris-Roubaix’s youngest rider became Visma-Lease a Bike’s unexpected co-leader

19-year-old Matthew Brennan impressed in his debut performance at the Hell of the North, at times appearing to be the strongest rider in his team’s...

Leer más

READ RIDE REPEAT

JOIN ROULEUR TODAY

Get closer to the sport than ever before.

Enjoy a digital subscription to Rouleur for just £4 per month and get access to our award-winning magazines.

SUBSCRIBE