It comes from James Aston, the man behind Half Baked Brand, though this range is much more retro in terms of its look. The jerseys, made from the technical, breathable Coolmax fibre, are aimed at more earnest riders than the out-there designs of HBB.
Initially, five designs will be available for the white-banded, short sleeved top seen on the right. It has three back pockets (one zipped) and a silicone gripper on the waist. Another jersey, the red Mail Rider, has a hidden 3/4 length zip.
Jerseys are available is sizes XS-XXXL, and retail at £54. Bib shorts are also in development.
For more information, visit veloist.cc.