But instead of a typical lycra sports top, the pair have designed a shirt for cycling and wearing in the workplace. It is a pre-washed loose-fit cotton shirt, in pale blue. To ensure flexibility, the sleeve carries an extra thick pocket to hold items such as a travelcard. The back also features an easily reached pocket for a map or newspaper.
‘It was clear from the start that Sam knew exactly what he wanted,’ says Howell. ‘A prolific designer of a wide range of products, his vision was for a shirt to reflect his lifestyle – busy and urban, with much of it spent on two wheels.’