BRANDS
PHOTOGRAPHY BY JAKE SMALLWOOD FINDING THE PERFECT FIT
Vaela was created to address the common pain points for women searching to find clothing that is comfortable to cycle in. Daniel Blackham sits down with founder Jo Bole
F
or Vaela founder and CEO Jo Bole, the decision to create a cycling apparel brand wasn’t motivated by gaining a competitive edge.
“I’ve worked in sustainability for 30 years and I’m passionate about cycling,” she explains.
“It’s brilliant for the environment, it’s good for health, it’s affordable and is the quickest way to get around. If you live in London it’s the best form of transport I think. “I’m not really a sports cyclist so I don’t have that background.”
As someone who predominantly uses the bicycle as a form of transport, comfort on the bike plays a vital role when making purchasing decisions for apparel. Jeans are a staple in most people’s wardrobes, so finding a pair that is comfortable to commute in would be a match made in heaven.
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Unfortunately for Bole – despite trying a number of products – that “perfect pair” was not forthcoming. “The fit was not quite right, or they didn’t look right, too much reflective material or too sporty,” she says.
“I thought, ‘how hard can it be?’”
With that question in mind, Bole set about creating a lifestyle product that worked “brilliantly on a bike” as opposed to starting with a sportswear product and making it look like daywear. “You don’t have to have an outfit for cycling and an outfit for living” adds Bole. “You should be able to get up in the morning, walk the dog and then go for a bike ride to a meeting, “It just seemed like a real gap in the market to me.”
April 2024 | 43
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