As a toast to the easing of Covid restrictions in the UK, Small Beer, a specialist in brewing beer styles below 2.8% ABV, has launched an exclusive, sustainably sourced cycling jersey. Made of 100% recycled fibres, the new jersey is designed to ‘celebrate getting out of the house and onto the open road.’
The limited-edition jersey also aims to help raise awareness of the importance that exercise has on physical and mental health. 100% of profits from sales of the jersey will be donated to mental health charity MIND.
Partnering with cycling stalwarts Paria, the eye catching design aims to brighten even the cloudiest of rides, with cues taken from Small Beer’s brand colours, bottle and brewing kit shapes to make up the geometric pattern.
Through the partnership, both brands have worked together to produce a jersey made using Green Soul Technology, a material composed of 100% sustainable, recycled fibres which have been treated with ‘the highest standards of environmental dyeing and finishing processes.’
In sourcing this material, Small Beer and Paria claim to have created a jersey that provides maximum performance with minimum impact on the planet.
To ensure that environmental efforts go full circle, Small Beer has also worked with Paria to introduce an end of life recycling scheme, where customers are invited to send old jerseys back to the retailer to be upcycled. Those who send in an old jersey a purchase the new recycled cycling jersey, will be rewarded with discounts on both Small Beer and Paria’s online stores.
As part of encouraging riders to get out on the open road, Small Beer is running a competition on social media, challenging riders to tag the brand in a route on Strava that draws the shape of the iconic Small Beer stubby bottle. The winner will receive a prize of a mixed case of Small Beer.
Accompanying the new jersey, Small Beer has also released a limited edition, all organic, all British sourced 2.3% IPA to serve as a post-ride refreshment.
Small Beer x Paria recycled cycling jersey, for both men and women, comes in sizes XS-XL, with an RRP of £75.
Felix James, Small Beer Co-Founder, said “For us, specialising in beer below 2.8% means we can bridge the gap between those extremes of ‘drinking’ and ‘not drinking’. So, offering cyclists the opportunity to savour the taste of refreshing, great tasting beer without it undoing all their hard work seems like a win-win.
“We wanted to make this project as meaningful as possible to reflect the amount of care and attention we put into brewing our beer. Partnering with Paria to source 100% recycled fabric, implement an end of life scheme and donate all profits to MIND felt like a natural way to achieve that.”
