Urban cycling brand inks deal with Heritage Apparel for new collection.
Urban cycling brand, Brick Lane Bikes is continuing to build its presence in the lifestyle apparel sector, tying up with Heritage Apparel for a new collection.
The clothing company will release a range of cycle-inspired casualwear under the BLB London brand.
The first wave for spring/summer 2016 will include t-shirts, sweats, hoodies, track pants and shorts. This will be followed by a fuller collection for autumn/winter including outerwear and woven shorts.
The ranges take inspiration from Brick Lane Bikes’ position as one of the top fixed wheel bike brands, as well as urban cycling culture and BLB’s East London location.
The agreement was concluded by licensing and brand management company, Foundry Brands.
“We are really excited to be working with the team at Brick Lane,” said Tim Gardiner, director of Heritage Apparel. “With the huge growth in cycling and the beginnings of its influence on style and fashion, we see a great opportunity to develop the BLB brand into the sports casualwear market.”
Feya Buchwald, founder of Brick Lane Bikes, added: “Since our collaboration with H&M in 2013, we have been looking to see the brand fully developed into the fashion and apparel categories.
“Heritage have developed a great collection that really captures the essence of our brand and we feel will appeal to a fashion-led aspirational customer, as well as the guys riding the fixed wheel track bikes.”
