Be the change

We are all aware of how cycling can make a positive difference to us and to the environment. As riders and makers of performance cycling clothing, it’s our duty to do all we can to protect the irreplaceable.

Our ‘Be the change’ campaign was a collaborative project between Hugh Miller and Andrew Monk (TICCC). It was our way of providing important information to our customers so they are empowered to make better, less impactful choices.

The campaign also encouraged people to share via their social channels the changes they have made or intend to make to reduce their environmental impact, on and off the bike. Our objective was to inspire and motivate change through community action.

Many brands focus on communicating what they are doing to reduce impact, yet few communicate information to encourage and educate their audience. This campaign addresses the need for a 360 ̊, holistic approach. In our industry, it is estimated that between 40—80% of the carbon emissions generated during a garment’s life cycle are created during the ‘use’ phase. Providing our customers with relevant information is essential.

Let’s help people make positive changes and better choices on and off the bike.

Daphne/ Andrew