A new Brighton-based clothing brand - Duke of the Downs - has launched, choosing collaborations with British artists as its differentiating factor.
With a series of jerseys now available, the brand's aim is to bring more casual style to perfomance jerseys, while retaining all the features required for a comfortable long ride.
Duke of the Downs designer Murray Turner told BikeBiz: "The aim is to provide cyclists with a choice of gutsy designs on comfortable, high-performance jerseys.
"As a cyclist myself, I found that among the masses of cycling jerseys available, there wasn’t much variety in style. Don’t get me wrong, I love the vintage classics and think that some of the current team shirts are great - but I was looking for something a little different. Something more personal. So, I decided to create my own range of jerseys."
With the help of a loan from a business start up organisation, Turner's first collaboration comes from Brit artist Chris Gordon.
The summer collection is now on sale here and includes four short sleeved jerseys.
Retailers interested in stock are invited to contact Turner on firstname.lastname@example.org to discuss their requirements.