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 www.firmlocke.co.uk.
David has worked on the road.cc tech team since July 2012. Previously he was editor of Bikemagic.com and before that staff writer at RCUK. He's a seasoned cyclist of all disciplines, from road to mountain biking, touring to cyclo-cross, he only wishes he had time to ride them all. He's mildly competitive, though he'll never admit it, and is a frequent road racer but is too lazy to do really well. He currently resides in the Cotswolds.