5 40 | June 2024


MINUTES WITH... BikeBiz speaks to Ed Bartlett, founder of Kostüme


Who is Ed Bartlett and how has your experience shaped Kostüme as a brand and a business? The term is laden with connotations - not all positive - but you could say I am a serial entrepreneur. I’ve been founding and growing innovative businesses for 25 years, in sectors as disparate as video games, advertising, tech, and most recently in the contemporary art world. Kostüme is essentially the coming together of that collective experience with my obsession for cycling and technical outdoor apparel. You could say I enjoy turning my passions into


businesses, which is the perfect way to ruin your hobbies. Kostüme was conceived during the many, many hours in the saddle riding Audax and long-distance events, obsessing about what the ideal apparel brand might look like.


What has Kostüme set out to solve, and for whom?


The macro problem we set out to fix is not only limited to cycling apparel, it’s a fashion industry problem - namely, waste. The entire business model has huge amounts of guesswork, risk and unfathomable waste baked in. The result


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