Mountain bike apparel startup, Norman, has unveiled its first range of sustainable and ethically-produced clothing that combines “support and utility with a modern minimalist aesthetic”.
Co-founders Jacinta and Charlie Timmins said they launched the label after identifying a gap in the market for ethically produced, durable mountain bike clothing that makes its wearers feel comfortable on and off the bike.
The range includes tech tees, shorts, and long sleeve jerseys that are locally hand-made, using ethically sourced fabrics such as a high-function poly-nylon blend made from recycled ocean plastic.
“It was a no-brainer to use exclusively sustainable and ethically manufactured materials and local makers,” explained Jacinta. “We’ve come up with high-quality, environmentally friendly, technical riding gear that you can wear riding and then to the pub.”
Aside from using eco-friendly fabrics as material for its clothing, the brand also offers repair services on all its products to help reduce industrial waste and promote mindful consumption.
“Norman was founded on the principle that function, style and environmental consciousness don’t have to be mutually exclusive. We wanted to bring riders the option; an opportunity to buy gear that was both technically effective and, most importantly, green,” added Jacinta.
As part of its commitment to sustainability, the company also teamed up with Keep it Cool, a Snowy Mountains-based non-profit organisation that works to offset carbon emissions through community tree planting.
Norman’s sustainable bike apparel range is available at SRP between $89.95 and $139.95 online.