Kickstarter is now well established as a launch pad for cycle brands, as a way to boost the coffers to get a brand off the ground, but also to market the new brand in question to potential punters.
One of the latest to head to the popular crowd funding site is Svelte Cycles, an apparel firm that designs and manufactures its gear in London's Mile End.
Svelt has reached half of its £10,000 total with 79 backers and over two weeks to go until the funding deadline.
Founder Tom Barber told BikeBiz: "We have been developing the Heritage Jersey there [in Mile End] for the past eight months, with the aim to redefine what we can manage to achieve with a mid priced cycling jersey."
The flagship Heritage Jersey is priced at £60 and comes in three understated, distinctive colours: deep navy blue, earthy forest green and red wine burgundy. Svelte brings in a Merino wool and Polyester from Denmark for the jersey, with breathability and wicking properties. The design is pared down, the brand says, with no unnecessary extras thanks to minutely designed functionality.
Barber added: “I’m really proud of the product we have developed - it’s been a long and sometimes arduous process - but it’s been worth it and I am confident that cyclists will love our new Heritage Jersey, as well as the rest of our range. A passionate cyclist myself, there is nothing better than being able to support the city I live in by creating a fashion-forward, yet practical cycling range.”
Find out more on Svelte Cycles' Kickstarter page.