Three year old apparel brand looks to extend presence in the bike business

Half Baked Brand seeks cycle dealers

A new quirky technical cycling apparel label, specialising in custom kit, is ramping up its presence in the trade. 

Launched in 2009, Half Baked Brand’s range of jerseys for men and women promise to ‘put fresh thinking’ into technical wear and produces custom jerseys for all types of cycling events, charity rides and cycling clubs.

HBB founder and cyclist James Aston said he’d focused on offering alternatives to existing cycling kit options and providing a easy means to produce custom designs with low order numbers and quality fabrics. The firm has grown from a small part-time business to a full-time company, growing turnover with a number of South West IBDs already supplying its range.

“Every cyclist wants to express themselves on their bike," explained Aston. "The HBB philosophy focuses on two things, firstly technical; we use Coolmax fabric for breathability and superior wicking.

"Secondly, the fun side; for many people cycling is a big part of them, it is also escapism from the humdrum of every day life. Our bold, bright designs show the world you’re a winner and you’re having fun doing it.”

Stockist Six Cycles in Taunton added: “It’s great to see a new company trying to do something different and this fits in very well with our own philosophy of not accepting the mundane and taking a risk for the benefit of our customers. We have been stocking the HBB jerseys for over a year, which always get a very positive reaction from our customer base.

"We are also in talks with HBB to produce our own bespoke designs and this is a great measure of the confidence we have in them to produce a quality product."

IBDs and cycling clubs and groups interested in HBB jerseys, should contact Aston at

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