A new clothing line for "men and women who love cycling, but not traditional cycling clothing" has been welcomed by Transport for London.
The bspoke gear combines a casual look with performance fabrics, pedalling-friendly cuts and discreet reflective belts, piping and branding.
David Ellis, TfL's head of intellectual development, said: “There's been a huge growth in the number of people cycling in the capital in recent years, but we have very ambitious targets to increase cycling by 400 percent by 2025.
"There are a number of barriers to encouraging people to cycle including what people wear. Many people are put off by the Lycra image and want clothes they feel comfortable in, so we hope this new range of clothes will encourage people to take to the streets on two wheels.”
The bspoke range is available to buy from over 20 stockists in the UK, including 16 Evans Cycles stores.
Richard Allmark, CEO of Fisher Outdoor Leisure, the company behind the new brand, said: “We have long believed that this customer segment of the cycling market has been overlooked and partnering Vexed Generation and EMA textiles in the concept, development, production and delivery of this wonderful bspoke clothing range has been a joy.
"There is clearly huge potential in this market and we view this as the first of many initiatives to drive innovation to the commuter cyclist over the coming years.”
Mike Rice, managing director of Evans Cycles, said: “Many of our customers are daily cycle commuters, but they don't classify themselves as cyclists, they're just normal Londoners getting to and from work.
"The gear from bspoke is perfect for these people – something that is functional and fashionable both on and off the bike. We're predicting strong sales as this range really does fill a big gap in the market."
For full details of the bspoke range, visit www.bspoke.cc.