Super Cycles began to produce and distribute cycles and components under the Guess brand name in 1999. Poyzer applied to register the brand name the same year but opposition was posted by Guess Inc., the $600m fashion group of America.
Since then a long legal battle has ensued, culminating in a trade mark hearing in London. Super Cycles won the case and were awarded costs. The brand name is now proceeding to registration.
"I had several times considered abandoning the project as legal costs mounted," admitted Poyzer.
"But the feeling that we would win plus the amount of time and effort invested in the brand persuaded me to continue."
The Guess RB1 won the Best Value Road Bike Award at Haymarket's British Bike Awards in April.