Cyclewear brand Fat Lad At The Back is gearing up for its biggest ever women’s wear launch at this year’s London Bike Show.
The iconic brand will unveil its SS17 collection at the large-scale cycling event in central London. Due to the success of recent events that have seen FLAB selling out of many key items, double the amount of stock for the new garments has been ordered.
Joining the FLAB team on the stand will be three of the business’ leading Flambassadors: Adrienne, Kirsty and Megan. The experienced cyclists will be on hand to provide all women interested in cycling advice on FLAB kit and cycle training.
Speaking ahead of the event, FLAB co-founder and creative director Lynn Bye said: “Women’s cycling has enjoyed unprecedented growth over recent years. There is still a huge community of females which, for a wide range of reasons including concerns regarding safety, performance and even what to wear, still refrain from getting in the saddle and giving cycling a go.
“We want to further break down those barriers and instil every woman interested in cycling with the confidence to embrace the sport. Our team of Flambassadors all started out with the same fears and are now confident, seasoned riders looking to inspire more women to cycle.
“Community is at the core of the FLAB brand, we’re looking forward to this year’s London Bike Show and meeting with like-minded riders as we prepare for what we anticipate will be our biggest year to date.”
Head of product development at Fat Lad At The Back Andy Bennison added: “The quality of the SS17 Fat Lad At The Back collection is second to none, pushing the boundaries in cycling wear design.
“Businesses will regularly tell you products are designed with their customers in mind. The Fat Lad At The Back collection is designed in consultation with them. Our 20,000 strong social community played a key role in informing not just the style of our products but the fit and functionality of them too. It’s a truly collaborative process.”
For more information on Fat Lad At The Back, visit the brand website here.