“We don’t want cycling clothes. We want stylish clothes we can cycle in.”
The concept of ‘Discerning Cyclist’ sparked into life during the lunch breaks of work colleagues, Ste Johnson and Peter Reynolds, in Spring 2012.
Ste was the office’s token cyclist – renowned for his early starts, bulging backpacks of clothes, profuse generosity when it came to tea making and a great sense of style.
Pete, meanwhile, liked the idea of commuting by bike, but was put off by unfriendly cycling routes, the seemingly mandatory ‘lycra-look’ and the idea of lugging around a spare wardrobe, and so, instead opted to travel by car or public transport.
After jabbering about cycling and, in particular, cycling clothes,a A conclusion was quickly agreed: there shouldn’t just be cycling clothes and stylish clothes; there should also be stylish clothes that you can cycle in.
And so, the pair set out to change the world. Well… create a blog.
After a few months of planning, the website, thediscerningcyclist.co.uk, was launched in late August 2012. The primary aim of the site was to promote and showcase stylish clothes that are also practical and functional enough for people to cycle in, with Discerning Cyclist providing honest, impartial reviews on a range of products currently on the market.
The blog grew a strong following over the coming months, characterised by the illustrations from Ste which accompanied each blog post, with ever increasing traffic levels and strong followings on social media sites.
A year later, Ste decided to take a back seat from Discerning Cyclist in order to focus on his freelance illustration work with Ste Illustrates, leaving Pete to take primary control of the site.
Discerning Cyclist now gets around 50,000 visitors per month, as people look to ride in style and comfort.
If you would like to get in touch, make an inquiry or share your riding styles with us, we’d love to hear from you, so please feel free to contact us.