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May 06
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This is an idea who’s time should have come 25 years ago. A small startup called Moxie Cycling out of Minnesota (?!?) is making flattering bike jerseys for women complete with moisture-wicking fabric, back pockets and functioning sports bras. I don’t know much about how sports bras work, but both my sister and my girlfriend were impressed with enough to buy jerseys on the spot. Some of the patterns are a bit dated, but the cuts and the logo are spot on.
This mix of a great product and a totally unserved market would make for a dream client. This photo is the only remotely decent one I could find, and it’s from an article about another bike show they were at. Unfortunately they’ve signed on with some joke of an agency from Madison that still does double-page headline print and can’t even get their own company to get a decent Google rank when you search their entire fucking name. I’d love to see them do a ton of editorial work and some experiential stuff for female cyclists and maybe some interesting collaborations/sponsorships, but here’s hoping word of mouth and nationwide distribution through REI is enough.

This is an idea who’s time should have come 25 years ago. A small startup called Moxie Cycling out of Minnesota (?!?) is making flattering bike jerseys for women complete with moisture-wicking fabric, back pockets and functioning sports bras. I don’t know much about how sports bras work, but both my sister and my girlfriend were impressed with enough to buy jerseys on the spot. Some of the patterns are a bit dated, but the cuts and the logo are spot on.

This mix of a great product and a totally unserved market would make for a dream client. This photo is the only remotely decent one I could find, and it’s from an article about another bike show they were at. Unfortunately they’ve signed on with some joke of an agency from Madison that still does double-page headline print and can’t even get their own company to get a decent Google rank when you search their entire fucking name. I’d love to see them do a ton of editorial work and some experiential stuff for female cyclists and maybe some interesting collaborations/sponsorships, but here’s hoping word of mouth and nationwide distribution through REI is enough.


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