Giro just launched a new line of cycling apparel called “The New Road“, designed to be “as comfortable on the ride as they are at the destination.” (where have I heard that before?). Obvious first thought was this was yet another me too effort from a company looking to gingerly dip their toes into a rising trend.

However, after a quick once through on the line, I’m impressed. They have a distinct style—successfully not resembling anything else out there (apart from normal clothes). The fact they’re made in the Republic of California puts these in a rare company indeed. The difficulty of  keeping prices reasonable while manufacturing high-end clothing in the States is a herculean one. Now, that being said, the line isn’t cheap. It’s priced as premium cycling wear, yet considering the technicality, look, materials (merino galore) and it’s hecho en Estados Unidos, it seems more reasonable.

In the end, the fact that “cycling clothing” is expanding and growing from hideously designed stretchy stuff is a benefit to all. Hat tip to John Watson (@JohnProlly) for the post holeshot. It appears he also was a part of the clothing line’s development.

Below are a few standout looks I liked. Check out the rest of the line on Giro’s New Road microsite.


Giro New Road Apparel Launched

Giro New Road Apparel Launched

Giro New Road Apparel Launched

  • redvers

    All in favour casual kit and anything with merino is worth a
    second look but isn’t it all a bit grey?
    Seems the more you look at it the greyer it gets.

    OK for touring perhaps where nothing gets washed anyway but if this
    is ‘road apparel’ you’ll need some flashing neon or the SMIDSYs will get
    you!

    • Cycleboredom

      I see your point, but I’m relieved it’s refreshingly devoid of neon. Besides, motorists still don’t see me when I’m rocking fluo from head to toe.

      • redvers

        Well OK maybe it will grow on me in time, 50 shades of grey was
        the flavour of last year after all…All I’d say is watch your back 😉

  • http://www.facebook.com/people/Stefan-Rohner/100001954136176 Stefan Rohner

    will you test their stuff?

    • Cycleboredom

      I used to have a good Giro contact back in the day, but no longer. I’ll see what they say.

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  • walker w

    If you want to check some of this stuff out locally we’re carrying the line at The Bike Rack.