MORGAN HILL, Calif. (BRAIN) — Specialized Bicycle Components has bought Machines for Freedom, a women’s cycling clothing brand founded four years ago by Jennifer Kriske. The brands will remain separate and Specialized described the purchase as ‘a bold investment in women’s leadership.’
Written by: Lori Nedescu @CadenceKitchen I remember when I bought my first pair of cycling shorts. I hesitantly picked them off the bike shop wall and bought them. The shop only had two types so I picked the pricier pair at $45, which seemed like a hefty amount for spandex shorts (not bibs!) tha
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The latest kit from women’s cycling brand Machines for Freedom is more than catchy colors and a flattering cut. Called “Fruits,” it’s also a meditation on female strength and a challenge to see cyclists differently. We asked Jennifer Kriske, founder of Machines, to tell us more about the kit that’s been blowing up our social media for the last few weeks.
The shirt in question reads “‘LADIES’ IS GENDER NEUTRAL” and is only offered in women’s sizes. However, I presented the women’s sizes as unisex and replied to requests for men’s sizing with phrases women have heard many times.
—This is a great blog post from Alice Goldfuss about the struggle of unisex sizing. I get contacted often from brands that want to show themselves as supporting women’s cycling but offer a unisex jersey. This doesn’t cut it for me, no pun intended. By only offering unisex you are taking away my only option for CHOICE, my privilege. Some may not think a jersey is a big deal, but it means more than the materials.
By Katharine Erwin “That blue represents millions of dollars and countless jobs, and it’s sort of comical how you think you made a choice that exempts you from the fashion industry when, in fact, you’re wearing a sweater that was selected for you by the people in this room from a pile of stuff” is a