Firmlocke clothing brand launches

Two graphic designers join forces to develop new clothing brand

by David Arthur @davearthur   November 7, 2012  

Firmlocke is the newest clothing company on the block. A joint project between two young graphic and product designers with backgrounds in road racing and endurance cycling plus their fair share of dirt jumping, the venture is born out of a love for fashion and cycling.

They've launched with an impressive 14 T-shirt designs each inspired by cycling in some way. It's not easy for a new cycle clothing company to stand out these days - there sure is a lot of competition - but we think Firmlocke have managed it with their designs.

Firmlocke are busy designing and manufacturing more cycle clothing that slips into that steadily growing gap between functional clothing and casual everyday clothing. According to Firmlocke's Alex Dowse, the clothing is for people who don't want to wear lycra and they're trying to create something that's perfect for the city. We can't wait to see the result of this expansion.

Check out the full range at

5 user comments

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Nice if you like white... they must think they are the new Apple

posted by mikeprytherch [220 posts]
7th November 2012 - 14:06


is there still room on the bandwagon for more printed t-shirt based aspirational clothing brands?

joemmo's picture

posted by joemmo [1113 posts]
7th November 2012 - 14:08


Yes! There is always room in my wardrobe for a £30 cotton t-shirt with a made-up word on the front.

posted by BigDummy [315 posts]
7th November 2012 - 15:18


HAHA, £30 for a printed t-shirt.......really.

I could do about 10 embroidered for that on my machine

Gkam84's picture

posted by Gkam84 [9369 posts]
7th November 2012 - 16:40

1 Like

Gkam84 wrote:
I could do about 10 embroidered for that on my machine

Go on then.

The difference between these guys and you is that they've done it, and all you've done is come on to a forum and criticise them for doing it.

Low Speed Wobble's picture

posted by Low Speed Wobble [152 posts]
8th November 2012 - 20:07