Brick Lane Bikes has become exclusive European distributor for Ass Savers mudguards.
Five designers from Gothenburg ("arguable the wettest city in all of Sweden") are behind the cheap and cheerful product, which simply snaps on and off saddle rails.
The Lotto-Belisol team used Ass Savers on Milano San Remo, a move that has unsurprisingly seen an increase in requests for the product, says Brick Lane Bikes.
Ass Savers are available to the trade via distribution arm BigMama: http://blbbigmama.co.uk/