dhb was the darling of budget-conscious riders and reviewers during the heyday of CRC-Wiggle. But like all of the house brands, dhb was closed while the group’s operations and IP were acquired by the Frasers Group.
The brand relaunched several years ago, but hasn’t really made a visible impact – as was unquestionably the case with the dhb of old.
Although stalwarts such as Castelli and Assos, cottage brands including Albion, larger disrupters such as MAAP, and mega brands such as Van Rysel have flourished in the intervening years, there’s still a huge gap in the UK scene for another credible entry-level road kit brand available to the mass market in the way dhb once was.
Madison has gone quietly from strength to strength in recent years with lines of well-received, high-quality and very well-designed mountain bike kit, most recently earning a rarely awarded five-star review for its DTE 4 Season Bib trousers on BikeRadar.
On first impression, it looks set to follow that success with its new range of Flux road cycling kit.
While CRC-Wiggle was a keen discounter, at RRP the prices of Madison’s new range are broadly in line with dhb’s former entry-level products, and they feel of a similarly high quality.
I've taken a look at the core parts of the new Flux range – all of which are available in men's and women's options. They can be bought direct from Madison via Freewheel, and through many traditional bricks-and-mortar bike shops across the UK.
Madison Flux short-sleeve jersey
In a world of laser-cut panels and hyper-modern crinkly crisp-packet like fabrics, the Madison Flux jersey is – and I don’t mean this in a negative way – reassuringly conventional.
It’s constructed using a mid-weight material, has hemmed edges on the standard three pockets, and incorporates a pleasingly chunky locking zip. It’s all perfectly inoffensive, and feels nice in the hand and against the skin.
Compared to other cycling jerseys I own, it’s probably closest in style and construction to my old Albion short-sleeve jersey from 2020. Looking elsewhere, it’s comparable to the identically priced (doubtless a conscious decision) Van Rysel EDR 2 jersey.
While the trend has been towards tighter cuts with a cropped front to suit an aggressive position, the Flux jersey’s fit is fairly traditional, with a relatively roomy body.
I’m around 180cm tall, have a slim build and wear a size medium in almost every jersey I own, but would probably size down to a small if I were looking for a more performance-minded fit.
For casual riding, touring or general pootling, medium is absolutely fine. The jersey is available in black, navy, grey-beige (greige?) and red.
A sportier jersey similar to Van Rysel’s literally named ‘very fitted short-sleeved RCR-R 2 jersey’ would be a welcome addition to the Madison range, although this is hardly an area in which you’ll be left wanting, with countless options available from other brands.
- £39.99
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Madison Flux EIT pad bib shorts
At £79.99 retail, these very premium-feeling shorts belie a relatively modest price, and are the standout item of the range.
They have a nice sleek, smooth feel, while the pleasingly broad straps are luxuriantly supple. The wide Elastic Interface pad is topped with a super-soft fabric that feels almost like a synthetic suede or microfibre glasses cloth.
The delicate skin on my peachy-soft cheeks prefers this style of pad to something more aerated, which can feel slightly abrasive after a few washes. It’s also made from recycled material, which is a nice touch.
The broad gripper has no grippy silicone texture on the hem of the leg, but doesn’t result in the dreaded sausage-casing look.
Unlike more premium options, the overlocked seams are not flatlocked flush with the inner face of the shorts. I’m indifferent about this, having ridden in many shorts of both styles without thought, but those sensitive to seam placement are – as ever – encouraged to try before you buy.
Going back to dhb, if I had to make a subjective assessment, I’d say these feel around a dhb Aeron level in the hand. A highly commended range in its heyday, that’s high praise for a pair of bib shorts at this price point.
As for the colour, I’m concerned my profusely sweaty back will leave a disgusting saline trail to my aforementioned tiny pale backside on the grey panels. Fellow sweaty riders may appreciate the run-of-the-mill black shorts.
- £79.99
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Madison Flux baselayer
The Flux baselayer is made from a lightweight mesh fabric, which Madison claims is quick-drying, antibacterial and moisture-wicking.
It feels broadly similar to comparable cycling baselayers I have from other brands, and is pleasantly unobtrusive against the skin.
My experience tells me this style of baselayer is better suited to milder conditions, with something thinner or fully mesh better for hot weather, as we’re experiencing right now in the UK.
- Read more: 9 tips to survive cycling in the heat, from how much to drink to why you should take a hot bath
Still, for those who don’t run as hot as this sweaty Scotsman, it could be a worthwhile addition to your wardrobe.
At £29.99, this is probably the only item in the range that doesn’t scream exceptional value. To pick an example, Van Rysel’s £19.99 Ultralight Race or £14.99 EDR baselayers look similar, so it may be worth shopping around, unless you want to go full matchy-matchy.
- £29.99
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Madison Flux Performance socks
The outfit is rounded out with the Flux Performance socks.
These have a nice cushioned pad on the ball of the foot and a thicker section around the heel – all good stuff for comfort on longer rides, or with thin, hard insoles.
They have a nice sheen and generally feel premium in the hand. It seems a bit ridiculous saying £11.99 socks are good value, but that is about right for cycling-specific socks these days.
Whether spending that much is worthwhile is down to your personal preference. Simon von Bromley swears by multi-packs of generic sports socks, and he’s possibly the fussiest man I’ve ever worked with, so make of that what you will.
- £11.99
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