A year after launching in its local area, Muel Mountain Bike Apparel is looking to break into the wider UK cycle industry.
The firm launched after spying a gap in the market for mountain bike-specific casual wear.
Based in the Malvern Hills, Muel founder Samuel Jones told BikeBiz that it has a solid following around the local biking scene. Muel's hills logo represents The Beacon and North Hill of The Malverns.
Jones said: "We strongly believe in riding as means to a healthy and productive lifestyle and are working to raise the awareness of our sport and encourage more people to enjoy getting out and riding their bikes."