Sprint star Mark Cavendish last night launched his own brand: CVNDSH.
A teaser website has gone live but doesn't yet link to anything other than the Manxman's official website.
CVNDSH will feature green-themed products from Oakley, Specialized and Nike.
The CVNDSH brand has been developed by The Lift Agency of Harrogate. The brand's strapline is the highly unoriginal FCUK-style ‘fst as fck’.
The Lift Agency has previously worked on the brand identity for artisinal bike brand Feather Cycles of Yorkshire. A pic on the website for The Lift Agency shows a Specialized Venge with a CVNDSH logo on the fork.