BikeBiz Bicycle and cycling retail news
ASSOS is returning to COREbike in January, with some new products for 2018.
Included in the list of new items will be a tribute jersey to the company’s founder, Toni Maier, the man credited with creating the first lycra shorts for cyclists.
Maier grew the company from his home in Switzerland into the brand that it is today, working with the likes of USA Cycling and some of cycling’s most famous riders along the way. The first step on this journey began over 40 years ago in a Zurich wind tunnel with the testing of the pioneering carbon fibre bike he had just designed. Realising he’d created something ground-breakingly fast, he next set about discovering how he could produce performance clothing for cyclists that matched the new generation of bikes.
Instead of the traditional woollen shorts worn by riders of the era, Maier’s wife suggested using a material well known amongst the ski industry, but previously unseen in cycling. This move towards game-changing fabric development ushered in a new era of modern-day cycling apparel with ASSOS “leading the way.”
The brand will be presenting its complete Mille range, which is the comfort, everyday cycling line for men at an entry level price point. This includes test winning shorts retailing at £110, jerseys at £85 and winter jerseys from £120. For women, the is expanded performance focused LaLaLaai range will be displayed with winter jackets, and tights. At the same entry price point as the Mille, the women’s Uma range introduces new waist shorts at £95, and jerseys at £85.
IBDs can register now at www.corebike.co.uk.
