Urban tales: Cyclewear reveals city secrets

17 : 07 : 2012 Digital : Bikes : Halfords

Budapest, Hungary – Hungarian cyclewear brand Urban Legend creates garments designed to make everyday cycling more comfortable.

Urban Legends Cyclewear, Hungary Urban Legends Cyclewear, Hungary
Urban Legends Cyclewear, Hungary Urban Legends Cyclewear, Hungary
Urban Legends Cyclewear, Hungary Urban Legends Cyclewear, Hungary

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.

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