Suzie Robinson has received her first shipment of stock and is at the Cycle Show in Birmingham launching her new label, Get in Gear. This is a performance and casual cyclewear brand for kids, teens and women. Robinson's has a marketing background in the booze biz but as she's from a multi-generation cycling family she wanted to branch out into bikes. Her stand at the Cycle Show is the first public outing for the brand – even the website is yet to go fully operational.
Get in Gear is selling consumer direct but Robinson said she also has trade pricing.
Her original idea had been to create an online business selling childrens' cycle clothing but she felt there wasn't enough depth in the market so decided to create her own brand.
"Sourcing age-appropriate kit proved difficult," she said. "While existing designs were cute for younger kids, they weren't right for the over 10s. I created a new brand aimed at this troublesome age sector with distinctive, bold styling, good fit and top-end quality."
She has produced three jersey designs, in long and short sleeve versions as well as bib shorts. There are also matching t-shirts, made from organic cotton.