Primal Europe formed in 2011 under the eye of cycling enthusiast Judith Smith. Initially, she was just looking for clothing to outfit a team of fourteen male and female riders, but her role grew and eventually American brand Primal put Smith in charge of a fledgling business.

The brand has always offered a great selection of kit for women, with options for road cyclists, mountain bikers, and more recently stylish lifestyle clothing for those day-to-day trips.

As well as an array of bright and beautiful designs, Primal Europe print custom kit for teams, clubs and small groups, all with exquisite attention to detail on every garment – be it for a man or a woman. Our favourite set has to be the Helix kit, which we’ve investigated in detail, as well as looking at the new lifestyle range, and interviewing Judith herself…