WHY IT ALL STARTED

The year 2021 was a time of social exclusions. As the simplest way to travel farther, the world of cycling became an escape from the dreadful indoors to finding peace amidst the chaos and gaining a profound sense of confidence and fearlessness.

As the pandemic tapered and people gathered, shared solo adventures fostered a new community of like-minded individuals. People came together because of a mutual passion for the sport, but stayed friends off-bike through a sum of all things loved - fashion, travel, coffee, food, wellness, design, music, running, film - a cyclist's lifestyle.

And because we believe cycling is not singular, we decided to merge all these things together. Created to spark conversations, we celebrate the ambition and the explorer in you. For the dreamers, creators, fighters, believers, trailblazers and visionaries - extraordinary begins with you.

So this is an ode to you, our people. Be empowered, feel inspired, go out and conquer today. Where fashion meets innovation and lifestyle meets community, this is where JOURN begins.