Cycling with style - Absolutely (Bike) Fabulous!

Cycle wear, cycle everywhere

Following the recent publication of a Mintel market research report "Bicycles - UK" (available for the grand sum of £1500!) there have been a spate of articles in the mainstream and cycling media about the sightings of the new social marketing category known as MAMILs or Middle-Age Men in Lycra as Mintel has branded them.

According to Mintel, their research shows that the growth in bicycle sales is being driven (!) by 35- to 45-year-old middle aged family men, who instead of buying a sports car are now buying high-end bikes.

And presumably cycling around at weekends in tight-fighting, figure hugging lycra - which is not always a pretty sight. Indeed there were probably a fair few MAMILs cycling around the (nearly) closed Mancunian roads during the recent Skyride in Manchester on Sunday 1st August.

Whilst any increase in cycling levels is to be welcomed, if we want to normalise cycling as a mode of transport  activity that anyone can (and does) choose then - as Manchester's Headstretcher blog has highlighted - "The MAMILs have a job to do - ditch the Lycra!" 

Creating the perception that cycling is for people who can afford £2000+ bikes and dress like olympic swimmers (but with go-slow helmets) does little to encourage people to see cycling to work or to the shops as a perfectly normal thing to do.

To help highlight how simple it is to cycle with (everyday) style those lovely people at Love Your Bike organised the Bike Fabulous event in the Manchester Arndale on Saturday 26th June. The event provided a showcase of fashionable and functional clothing, accessories and products designed for cycling in style and high street brands combined for versatile looks.

The event combined catwalk shows, bicycle maintenance demonstrations, pedal powered smoothie makers, an oppotrunity for people to "pimp" a hi-viz vest, bike displays,  and a pedal powered PA and music system.  Photographs and a video of the day are available on the Bike Fabulous websiteor US coverage in Momentum magazine.

Meanwhile, if you are looking for some inspiration on cycling in style then try the Sartorialist blog pages.