A new Brighton-based clothing label has launched, dubbed Veleco and carrying the mission statement to be the "world's first fair trade and eco-friendly cyclewear company."
The Urban-Eco collection includes garments for men and women, with the flagship Re:Cycle jacket formed from the recycling of 12 plastic bottles and tailored to carry reflective detailing and easy to reach pockets, ideal for on the bike use.
Organic cotton t-shirts and hoodies also feature, as do cycling caps and musettes. The firm also told BikeBiz that it shortly expects to expand its catalogue to include trousers and bags.
Johnathan Lewis, co-founder said: "We're proud to launch in the year that has seen cycling's popularity soar in the UK with the success of British riders in the Tours of Britain and France, as well as the Olympics. There are so many exciting things happening in cycling at present, from the increase in urban cycling to innovative new brands like ourselves coming ot market."
Veleco workers receive double the minimum local wage as part of its fair trade pledge. The firm also pays a 15 per cent premium on every garment made, which supports health and welfare projects for the workers and their families in Pakistan.
The brand initially sold only direct to consumer via its website www.veleco.cc, but such has been the interest they will now also sell to independent bike shops and websites.