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[2007-06-09] Miles Poindexter
Fluorescent jackets, reflectors and mushroom helmets may put off many fashionistas from cycling in the capital, but a new fashion show has a solution for fashion conscious Londoners.
On Thursday 21st June, Pret a Rouler, London's first cycle clothing fashion show, organised by cycle shop Velorution and sponsored by Transport for London (TfL), will take place at the Village Underground, Shoreditch, between 7 and 10pm.
Following the huge boom in cycling in the capital in recent years, more and more stylish Londoners are taking to this popular and healthy form of transport. Velorution, which is at the forefront of cycle-chic, will showcase several designers innovative and exceptional take on cycle clothing.
Models on bikes will show off a combination of garments and bicycles from fashion veterans, established brands and rising stars in this one day extravaganza.
Jenny Jones, Mayor's Green transport advisor, said: "Cycling is a healthy and quick way of moving around London, so let's make it stylish as well. Lots of people will see the marriage of bikes and fashion as a perfect match. Cycling can be an every day activity for every day clothes, or you can opt for something more fun and fashionable."
Adrian Bell, Sustainabe Mobility Manager Cycling, Walking and Accessibility at Transport for London (TfL) said: The image of cycling has been transformed in recent years but it still isnt commonly associated with cutting edge fashion.
We want to show people of all ages and backgrounds that cycling doesnt mean lots of lycra and that it is possible to arrive by bike and look good.
Cycling has never been more popular in the Capital, we hope that Pret a Rouler will convince even more Londoners they can still be fashionable on two wheels.
Designer Karta Healy, one of the first to sign up to the show, turned to fashion whilst snowboarding and found that none of the clothing worked for him. He successfully worked with Nick Ashley on a motorcycle clothing range and now is ready to debut his cycle wear range TWOnFRO.
Another name on the fashion circuit is Junky Styling, based in Brick Lane. Their re-worked masterpieces are surprisingly made from frumpy old garments destined for the recycling bin and this summer they are on hand to display their interpretation of bicycle style, which is guaranteed to impress.
Other names showing, include Guy Hills, Vexed Generation, Keith James and Rapha. Pret a Rouler will be much more than a fashion show and designers will be on hand at the end of the show to give their unique insight into the design
process and how they find inspiration.
Press Release: April 2007
Notes to the Editor:
Date: Thursday 21st June
Venue: The Village Underground,
54 Holywell Lane, Shoreditch
London EC2
Opening Times: 19.00 - 22.00hrs
Programme of events:
Daytime show: The Teenage Girls Cycle Fashion Project: 12.00 - 14.00
Evening Show: Open to the Public: 19.00 - 22.00
19.00 Doors Open
Drinks served
19.30 Show Entertainment
19.40 Catwalk
19.50: Drinks & Interactive with designers
20.05 Show Entertainment
20.10 Catwalk
20.20 Drinks & Interactive with designers
20.35 Show Entertainment
20.40 Catwalk
20.50 Drinks & Interactive with designers
21.05 Finale
21.15 Drinks & Interactive with designers
22.00 End of evening
Organizer contact details:
18 Great Titchfield Street
London
W1W 8BD
www.velorution.biz
Tel: 020 7870 9800
Press Contact:
Jacqui Shannon or Emma Ratclliffe
Designers Biographies:
Jan Cicmanec: One of the best kept secrets on Savile Row, Jan currently works at Hardy Amies collaborating with the creative director on new patterns and designs.
Karta Healy: "Natural in an unnatural environment, stylish but placing function above fashion," is how Karta describes his range. Karta started designing his own clothes as a professional snowboarder when he didn't find what he needed and has since collaborated with Nick Ashley.
Guy Hills: With the help of his tailor Kashkets, his innovative new fabric Lumitwill, 1930's cycling suit patterns and years of urban cycling experience, a whole range of bespoke cycling suits is just on the way.
Keith James: Expect technically advanced apparel from Keith with a nod to skate punk and urban styling.
Sarah Buck: Sarah's debut promises to be heavily influenced by her environmentally aware nature, years of cycle courier work and a love of vibrant, rich colours and textile printing.
Yasu Sakurai: Practicality & Function - key elements from this range of custom-made bags, from an artisan whose other designs have ended up in mass production.
Amy Fleuriot: At 21, Amy is the youngest designer showing at Pret a Rouler. She is also one of the fashion graduates working with a group of Year 10 female students at the Westminster Academy for the Teenage Girl Fashion Project.
Junky Styling: Annika Sanders and Kerry Seager have a well established shop in Brick Lane known for innovative re-cutting and are ready to put their style to cycle commuter fashion.
Vexed Generation: Well known for their ability to combine streetwise fashion sense with the use of intelligent (smart) materials that adapt to the environment around them and a successful multi-year collaboration with Puma under their belts.
Third Transition: A young company that aims to give cyclists great clothes that reflect their own love for cycling and zest for life while sticking to using only ethically sourced suppliers and water based inks.
Rapha.cc: Known for high quality and sleekly styled cycle wear; Rapha will be showing their cross-over garments as well as collaborative efforts with Paul Smith.
The Teenage Girl Fashion Project:
Velorution has teamed up with the Sustrans' Bike It project and Westminster Council in a scheme to involve teenage girls in the design show.
Statistically, teenage girls are the most difficult group to engage in sport. In response to this, the Pret a Rouler day time show aims to reach the teenage girl population and promote cycling and a healthy way of life.
The 'Teenage Girl Cycle Fashion Project' consists of four, eight week design projects and a further six half day workshops, in total engaging over 200 pre-teen and teenage girls from all of London's 6 sub-regions. The project concept and development was a joint effort between Velorution and Sustran's Bike It project and is entirely funded by Transport for London.