Liv is the sister brand of cycling industry juggernaut, Giant.
The brand stepped out of the protection of Giant in 2014, to become its own entity, with the sole ambition of offering a standalone solution for women who ride – be that road, mountain bike, or just to the shops and back.
The brand offer a wide range of bikes tuned specifically to the female rider, as well as apparel to match, plus clothing and helmets all featuring the unmissable Liv design.
TWC had the pleasure of interviewing the mastermind behind Liv early in the brand’s life. Bonnie Tu was a founder investor in Giant Bicycles, and though she’d ridden since childhood, she didn’t learn to use the gears on a road racer until she was 57-years-old.
“We wanted to make cycling more approachable because many women are scared to go out cycling.”
She told us that the number one aim of the brand was to grow women’s cycling – saying: “We wanted to make cycling more approachable because many women are scared to go out cycling, especially those who didn’t ride when they were younger.
“So I always make sure our product designers come up with bikes that give our female riders confidence to step on a bike, no matter what age. I want to give them the security and from there they can go into road racing or mountain biking.”
Liv have put approachability at the top of their agenda since inception. However, that doesn’t mean they forgo performance. They’ve created bikes and kit for the most target driven of riders, after the highest end of componentry, and they’ve invested in supporting our idols, too – sponsoring Liv Plantur as well as the phenomenal Rabo Liv team, which is home to some of the greatest female riders of our age.