LOS ANGELES, CA (BRAIN) — Giro chose Golden Saddle Cyclery in Los Angeles’ hip Silverlake neighborhood to preview its new line of casual and performance road apparel to the cycling media on Thursday evening.
Selections from the forthcoming line of 14 wool shorts, loose fitting Merino jerseys and windproof jackets were styled on mannequins and hung on racks in the shop filled with media, employees and customers. The crowd perused the collection in between sipping beers poured from a keg out back and munching on burgers grilled in a food truck parked outside the shop.
The scene was fitting for the approach Giro is taking with the line, called New Road, as it steers clear of traditional tight Lycra shorts and jerseys and focuses on what it feels is the future of cycling: diversified riders who want apparel that is comfortable, versatile and can be worn on and off the bike.
Giro hired designer Alex Valdman for the project, who worked closely with Greg Shapleigh, Giro’s senior vice president, on the vision and execution. Valdman, who formerly designed his own label, worked with rap star Kanye West on his clothing line and most recently helped launch Levi’s cycling collection, said the two collaborated and debated on every piece.
“It definitely takes a village to raise a child,” he said. The line, which will be released in mid-February and initially sold in 20 North American shops and 50 globally, uses New Zealand-sourced wool and 10 of the 14 pieces are sewn in San Francisco at a former’s Levi’s factory.
Specific details on price and features are being kept under wraps until next year, but the collection is split into two lines: a set designed for 5-mile rides and another for 40-mile rides.
Giro spokesman Mark Riedy classified New Road as fitting in the apparel spectrum between the high-end road apparel like Assos and true commuter brands like Outlier.
“There are a lot of people who ride bikes who aren’t pro racers and who aren’t best served by looking like racers,” Riedy said.
