Over the past few months, we’ve been working hard behind the scenes. New kit, new colours, same direction. So when it came to launching SS25, we didn’t want to just drop it and move on. We wanted to take it for a proper spin so I've been putting in the miles in the UK, Mallorca and Belgium. Turns out, it held up really well (even when I didn’t).
🍕 The SS25 Launch Party — A Proper Vibe
We kicked things off with a lap of Richmond Park before heading back to Cycle Exchange in Kingston. Free beers from Jubel, wood-fired pizza, and a laid-back chat with Francis Cade (sadly, Jimmi couldn’t make it) set the tone for the night.
Check out Lou's YouTube channel to see the whole thing. Francis shared some stories from the road, gave his opinion on the stupidest cycling tech he's tried, and reminded everyone to stop taking themselves so seriously and just enjoy riding bikes. Couldn’t have said it better myself.
Honestly, seeing people’s reactions to the new kit in real life was a bit surreal. It was the first event I’ve hosted, and hearing feedback like “finally, something that's not boring” was exactly what I needed. People loved the bold designs, and even better, they were commenting how premium it felt. You can’t always get that across online, so it meant a lot.
Big shout to everyone who came, had a beer, and told us to keep going. It was a proud moment and hopefully just the first of many.
🌴 Mallorca – Testing the Kit, Not My Fitness
Where better to test your kit than the holy land of cycling? Mallorca is where we put the SS25 range through its paces. Long climbs, big days, coffee stops, and all the weather you can imagine.
I was testing the updated Foundation jersey and bib shorts. New fabrics, better fit, and a more supportive feel. Plus, I brought the new gilet which pairs very nicely with the range. It got a proper test too, as the weather was all over the place. Cold mornings, hot climbs, windy descents.
A mate joined me and wore the SS kit for the first time, and couldn't believe how comfortable the chamois was. His words, not mine: “These bibs are better than anything I’ve used before.” and posted a pic in the Good Vibes jersey which had his mates asking if it was available for sale yet. Safe to say, it passed the test.
Shoutout to Mark from HoursDivision — at our SS25 shoot he gave me a pair of his cycling glasses to try and I didn’t take them off all week. Comfy, light, and worked in every weather shift Mallorca threw at us.
🪨 Belgium – Tour of Flanders Sportive: The One with the Cobbles
I’d never ridden cobbles before this, and I don’t recommend it. (Kidding. Sort of.)
Me and a couple of mates drove out to Gent and signed up for the 158km Tour of Flanders sportive. Riding with Chris Hall, the ZF Media boys and the Lazer crew (who sorted me out with a new helmet, cheers), the plan was simple: survive the cobbles, enjoy the ride, don’t crash.
The cobbles were savage. My hands took a beating, but thankfully everyone said the kit was solid. I wore the new Eclipse jersey as we were launching it that day, and the new Adventure bib shorts. No rubbing, no discomfort, no saddle complaints, just the usual aching neck and back from being on the bike all day.
Fuelled mostly by Styrkr bars and Belgian waffles, we kept things chill until the last 10km, where the thought of frites and beer kicked in and we TT’d it to the finish.
The next day we watched the pros race the course. And honestly, after riding it ourselves, the respect went through the roof. These lot are built different.
🧵 Kit Thoughts After the Dust Settled
I couldn't be happier with how SS25 turned out. The improved fit, the new materials, they’ve levelled up our Foundation range without bumping the price.
People at the launch, the models, even strangers in Mallorca and Belgium were full of compliments.
It’s also just really nice to hear, “this is the best value kit I’ve ever bought” from customers who actually ride. That’s what we want.
The goal has always been to make premium kit that doesn’t cost the earth, and to make stuff you forget you’re wearing. That’s the dream, right?
🚀 What’s Next?
These trips have taught me a lot. This job isn’t glamorous 99% of the time — it’s stressful, tiring, and full of hard decisions. But when I get to see people riding in the kit, loving it, being part of the brand, it makes it all worth it.
Next up? Pizza Peloton on May 11th. Giro-themed, group ride, good vibes, maybe a beer or two.
And after that, more drops, more rides, and more good stuff from Attacus. We’re just getting started.
