Cycling apparel brand Fat Lad At The Back is continuing a tradition of not taking itself too seriously – with the launch of a ‘Powered By Pie’ cycling jersey.
The company notes that ‘the UK seems to have fallen in love with cycling… and the industry has seen a huge rise in cyclists with many of these being first-time riders and novices.’
Fat Lad At The Back argues that it has ‘completely transformed the manufacture of cycling clothing to make it much more comfortable, form-fitting and flattering for every body.’
Following the acceleration of cycling throughout lockdown, the company adds that it has ‘seen a huge number of people joining its community and purchasing its gear. Many of them being novices without the stereotypical cyclist physique and struggling to find comfortable gear that fits them properly.’
Following a 6% increase in pork pie sales during the UK’s lockdowns Fat Lad At The Back thought it would tap into this and… ‘create a place for the cyclist that wants smart and premium gear but doesn’t take themselves too seriously and loves a bit of pie.’
Co-founder and Boss Lady, Lynn Bye said “Cycling doesn’t have to be so serious. We’ve cultivated a community that support and encourage each other no matter what level of ability, background, shape or size.
“Everything has been so serious for the last year, it’s about time we injected a little fun into something that’s really healthy for us. Because let’s be honest, it’s all about balance.”
Richard Bye, co-founder and Original Fat Lad added “If COVID-19 has taught us anything, it’s to appreciate the joys in life as much as we can and for us that’s having a good old Yorkshire giggle and a pie!”
The pie pattern jersey in navy blue, orange and yellow with a ‘Powered By Pie’ badge on the back is made in a lightweight 135gsm Coolmax fabric, with an RRP of £54.99.
