Long regarded as one of the go-to brands for women’s activewear, Sweaty Betty has announced its first cycling collection, a new direction for the British retailer. Perhaps best known for its flagship ‘power’ leggings, Sweaty Betty has generally specialised in workout kit for running and use in the gym. However, with lockdown spurring on a recent “bike boom”, the brand hope to tap into the cycling market with its new venture.
Arguing that women’s cycling gear hasn’t kept up with the growing pace of the sport, Sweaty Betty aim to offer an option for women who want their cycling kit to reflect the same style and performance of the rest of their workout kit. Despite not having a background in on-bike apparel, Sweaty Betty Chief Product Officer Jemma Cassidy explains that the company has used its expertise of over 20 years in designing activewear to create the new collection, as well as taking input from bike enthusiasts within the company.
With a promise that cycling is a category in which the brand hopes to continue to grow, the collection has been initially launched with 8 different pieces. These include cycling shorts – both with and without bibs – a jersey, baselayers and cycling leggings, as well as waterproof jackets.
True to Sweaty Betty’s assurance of style being paramount in the collection, the garments feature fetching Bauhaus-inspired geometric prints in eye-catching blue and red colourways. The collection is designed to be worn together – all pieces match to create a full cycling outfit. With long sleeve tops and leggings available for casual commuting and a streamlined jersey and bib shorts for more serious training, the collection covers all bases, suitable for any type of riding.
Despite the focus on the overall look of the collection, Sweaty Betty also give assurance that the technical aspects of the kit have also been well thought through. Taking over a year of product development, the fabrics used feature a mix of sweat-wicking, UV-resistant, and breathable mesh materials. Clearly tried and tested on the bike, Sweaty Betty seem to understand the requirements of staying cool and comfortable when out training.
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DWR (durable water repellent) treatment on various pieces means that they are suitable for use in the unpredictable British weather. Reflective logos, adjustable hoods and hidden pockets are added details that exhibit a thorough understanding of the requirements of cycling apparel.
Sweaty Betty’s launch of cycling kit goes beyond just clothing, however, as the brand aim to encourage more women to take up cycling through its campaign. “We wanted to design a collection that would be inclusive for women of all experience with cycling,” Cassidy explains. Sweaty Betty believe that one of the barriers to entry in cycling for women is not having access to kit that makes you feel good and confident. With the launch of the cycling collection, Sweaty Betty hope to tick these boxes for women unsure about taking those first pedal strokes.
“Our mission is, and has always been, to empower women, and we’re so excited to empower our customers with this new collection in a way we haven’t been able to before,” she says.
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With the women’s Tour de France launching next year and more women riding bikes than ever before, Sweaty Betty’s decision to enter the cycling apparel market is a welcome addition to the brands currently on offer for female cyclists. Despite a relative lack of experience in this area so far, the new collection looks to be well equipped for more serious riding which requires high performance kit, and suitable for those of us after for a more casual look.
The collection is available to shop on Sweaty Betty here
