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Retailer follows up Pinarello announcement with unveiling of new high-end clothing label

Halfords continues to head upmarket with the announcment that high-end clothing brand Primal will be available online and in stores.

Readers with long memories may remember Primal Wear from the 90s. The US-based clothing label launched in 1992 and made an impact with a range of very bold designs, with examples including the Grateful Dead jerseys and Pink Floyd designs. Well, those designs, and many more, are back and being stocked in your nearest Halfords.

They’ve been rather quietly continuing to grow the brand with a focus on technical cycle clothing, and their new Helix Axios range will be available in stores. With an understated and simple design, I think this jersey looks really good. It’s made from an SLR Ion fabric which should keep you dry when you get a sweat on. Z92 sleeves rely on the compression of the fabric to stay in place without any gripper tape or silicone dots. An AE Elite fabric is used in the side panels and shoulders to improve aerodynamics. The jersey costs £69.99.

Matching bib shorts use a HX8 Carbon chamois with a 4-way stretch and multiple density foam, with carbon filaments reducing moisturizing and preventing bacterial buildup. They cost £119.99

Check out the full range at www.primaleurope.com and find your nearest Halfords at www.halfords.com

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.