The aim, according to Madison brand manager Neil Gordon, is for the clothing not to look overly cycling-specific, but still retain the qualities needed for comfortable riding (waterproof, windproof, etc).
With comprehensive men's and women's collections, the kit ranges from waterproof trousers and winter gloves to baselayers and jerseys. Highlights for us included the Elevate water resistant gilet (£59.99) and the Telegraphe waterproof jacket (£114.99), both of which would look great if you were on the bike, walking the dog or in the pub.
Neat features on the jacket include a detachable and stowable hood, reflective piping and sleeve detail, seam taped joins and a waterproof pocket on the left sleeve. The fit was comfortable and not as figure-hugging as traditional cycle jackets.