Urban tales: Cyclewear reveals city secrets

Co-founded in 2011 by former bicycle tour guide Zsófi Geréby and cycling enthusiast Verka Kontra, the label produces garments that are a far cry from the high-visibility, skintight outfits synonymous with cycling.

The spring/summer 2012 collection includes weatherproof jackets, shorts and an asymmetrical dress that has been cut to give women greater freedom of movement when pedalling.

Each garment contains a unique QR code which, when scanned, reveals urban legends from different districts. This is a great way for women who use bicycles as their main mode of transport to learn more about the city.

LS:N Global has seen a trend emerge in which cyclewear and bicycle accessories brands harness storytelling to promote their products and engage with consumers. Read our Seeds on Halfords and Rapha for more.