Early 2019, Morvélo unveiled their Overland range for the first time. A clothing collection that set out to redefine the way we dress on the bike by embracing the idea of simplification. Why do we have to dress in cycle gear to go cycling? With the use of technical fabrics and highstreet styling, Overland blurs the lines of ‘cycle’ and casual clothing.
The ambitious move paid off and Overland is now repositioning itself more as an outdoor lifestyle brand. And that means stepping away from Morvélo, which many perceive as a pure cycling brand.
“It was a tough decision, to drop the Morvélo moniker” says Morvélo and The Overland co-founder Oli Pepper. “The Overland was originally created for gravel/adventure riding, where we felt traditional road and mountain bike clothing didn’t quite fit. But this side of cycling is a broader church that embraces the outdoors and adventure sport world. More than that of traditional cycle sport”
(slightly) new name, all-new website
The Overland, has just launched its new collection on a new, dedicated online store: Overland-Store.com. Not simply another Autumn/Winter offering, it completes a perennial range of versatile clothing ready to take you on any adventure. Be that a short ride to the cafe to meet friends, or a weekend bikepacking tour.
Given Morvélo’s influence, The Overland products will always feature cycling DNA: the technical stretch fabrics are well suited to long days in the saddle. The modular layering system and plentiful pockets also make the clothing ideal for touring and commuting.
Oli knows that many people use a bicycle as a means for exploring as opposed to being an out-and-out cyclist. They are also likely to be involved in other outdoor pursuits, like running, climbing etc. By making clothes more versatile than traditional single purpose cycle clothing, The Overland designs clothes capable of multipurpose lives.
Doing it right
“At the time of designing the collection, we were acutely aware of some alarming figures about the clothing industry.” continues Oli. “The world makes 400% more clothing now than it did 20 years ago, and that clothing is used 36% less. With The Overland, we are responding to this by enabling customers to use these clothes not just for cycling but for all kinds of outdoor pursuits, with an aesthetic that wouldn’t raise eyebrows on a night out!”
Operating as a small independent has some limitations, but it allows The Overland team to personally oversee every aspect. As such, the ethical approach to design and manufacture also extends to other Overland initiatives, such as becoming a member of 1% for the Planet, planting a tree for every order and uniquely giving 10% of your first order value to environmental charities if you sign up to their weekly newsletter. Time will tell if this resonates with consumers but, in the meantime, we welcome this breath of fresh air in the cycle clothing market.
Discover the full collection at Overland-Store.com
Last modified: 5th December 2019