Which new clothing brand is most likely to change its name?
The next big change in the world of clothing is the emergence of new brands that take on the old fashion with the aim of creating a new brand identity.
The latest to take on this role is the peloton apparel brand that will be launched by British cycling outfit, Team Sky.
The brand, whose name was previously Team LottoNL-Jumbo, has been synonymous with the pelotons signature jersey, with the logo now adorned with the iconic yellow triangle and a blue ‘C’ across its chest.
The new line of apparel, which is part of the British Cycling brand’s launch, is a new, low-cost, high-end alternative to the company’s traditional range of apparel and will launch in 2018.
It is a step forward for Team Sky as the brand is no longer the brand of a traditional peloton and has made a concerted effort to create a brand identity that speaks to the changing cycling landscape.
Team Sky CEO Mark Cavendish said the new line had been developed in response to the changes in cycling, which he described as a ‘tipping point’ in the sport.
“The change in cycling has seen the decline of traditional brands and this is an opportunity for Team to bring some of the iconic features of the brand into a new generation of athletes,” he said.
“We have always been focused on cycling as a sport and we feel that it is the perfect opportunity to build a brand that reflects the current and future world of cycling.”
In order to make sure that our brand continues to be a great example of cycling and the best cycling products available, we are looking to create an innovative, premium, high end alternative to what is currently available.
“Team Sky is creating a brand which will reflect the current cycling landscape and offer the most cutting edge products for our athletes.”
This brand will be designed around the most modern technology, to provide athletes with the most sophisticated cycling apparel available today and also to offer an affordable option for those wanting to learn more about the sport of cycling.
“The new brand will use a new logo, a blue triangle and the Team Sky motto ‘the world’s best in sport’ to differentiate it from Team Lobo, the other main peloton brand.
The move will help Team Sky maintain its position as the sport’s ‘top dogs’ and to ensure the brand can continue to compete against the likes of the likes on the likes in the pelo loro, which won the Tour de France in 2015 and has been on the decline ever since.”
When you look at the trends and the changes we have seen in cycling it is obvious that there are a lot of changes happening in the industry,” said Cavendish.”
It is really important to keep the top dogs in the game and we see that there is an appetite to have a brand like this to help compete with them and to show the world that we can compete in the highest level.
“Team Sky’s new line is expected to hit stores in late 2017.