Growing demand has meant that Fad Lad/Lass at the Back (FLAB) have doubled their order for women’s kit and are preparing for their biggest ever women’s wear launch.
New kit will be unveiled at the London Bike Show, and the brand – which caters for all from UK size 8 to 26 – promise new and vibrant designs within their SS17 collection.
FLAB takes its title from the nickname given to its founder, Richard Bye – who was endearingly called ‘Fat Lad at the Back’ for around 15 years. They’re committed to inspiring and championing people of all shapes, sizes and abilities to “embrace the sport of cycling and ride with confidence”.
Speaking ahead of the event, FLAB co-founder and creative director Lynn Bye said: “Women’s cycling has enjoyed unprecedented growth over recent years. There is however a huge community of females which, for a wide range of reasons including concerns regarding safety, performance and even what to wear, still refrain from getting in the saddle and giving cycling a go.
Exhibiting at the show, FLAB promise to have three ‘Flambassadors’ on hand to offer advice – seasoned female cyclists – Adrienne, Kirsty and Megan.
The three women are active in the brand’s social media community, which currently sits at 20,000 – and they’ll be on hand to provide guidance for women on the FLAB range as well as all other areas of cycling.
Commenting on the vision the brand have, Lynn said: “We want to further break down those barriers and instill every woman interested in cycling with the confidence to embrace the sport. Our team of Flambassadors all started out with the same fears and are now confident, seasoned riders looking to inspire more women to cycle.”
She added: “Community is at the core of the FLAB brand, we’re looking forward to this year’s London Bike Show and meeting with like-minded riders as we prepare for what we anticipate will be our biggest year to date.”
FLAB products are designed in Yorkshire, and manufactured by a family run business in Italy. Andy Bennison, head of product development at Fat Lad At The Back added: “The quality of the SS17 Fat Lad At The Back collection is second to none, pushing the boundaries in cycling wear design. Businesses will regularly tell you products are designed with their customers in mind. The Fat Lad At The Back collection is designed in consultation with them, with our 20,000 strong social community playing a key role in informing not just the style of our products but the fit and functionality of them too. It’s a truly collaborative process.”
The London Bike Show takes place between February 16 and 19 – and FLAB promise to show visitors a vast and bright SS17 range – featuring vibrant colours and bold geometric patterns.