FEATURE
Maap recently unveiled the Emblem collection, based around its signature graphic
“Where we are different in the UK,” Montgomery continued, “is that we have a lot of fashion- focused stockists, which are key for us because a large part of our mission statement when we started as a brand was to blend the fashion world and the cycling industry together, and bring a fashion element to cycling. To have stockists like [luxury department store] Harrods, [men’s style destination] Mr Porter and [fashion and luxury goods boutique] Browns is massive for us. “That’s probably where the markets differ, in that we don’t really have the same fashion elements in European countries, for now. In the UK, people also tend to spend a lot more money on clothing.” Recent product launches from Maap include
the new Emblem range of jerseys, base layers, and accessories like bottles and caps, featuring Maap’s M-flag logo. The brand has also joined forces with
performance eyewear specialists 100% to create the Maap x 100% Hypercraft sunglasses. The sunglasses have complete full-spectrum UV protection, including UVA, UVB and UV400 wavelengths, and are available in silver and copper colourways. Maap also recently launched its new Transit Apparel range, a sustainable collection of technical clothing designed for everyday journeys. Four-way stretch provides a full range of movement with no adjustments necessary, said the brand, while reflective details provide extra visibility for city riding.
Spinning plates Feedback since moving over to the UK has definitely been positive, Montgomery continued. “I think a lot of people were a bit inquisitive as to what our plans are in the UK. We definitely want to be more active, going to grassroots events and races. We’re working hard on that aspect in the UK. “There was also that negative that we were actually leaving
the European Union and we weren’t going to do business there anymore, which is not the case at all. Having been there for the last five years and having the support from the guys in Australia, those plates are now spinning, and so we need to get the UK one spinning again. We’re still definitely in the European market, we’ve just changed houses.” Sustainability is also a big focus for Maap – it’s one of the leading things it questions before it does anything,
8 | May 2022
Montgomery said, from apparel to campaigns. The brand is a Bluesign System partner – Bluesign’s
independent and thorough verification takes a holistic approach to assessing sustainability, calculating the environmental impact of the entire process from raw material to finished product. This ensures the lowest possible impact on people and the environment. “That’s definitely a badge of honour that we carry, [Bluesign] audits us from when we select the fabrics all the way to how it goes into the customers’ hands. In terms of the fabrics, the manufacturing process, and minimising the movement of the product around the world, we’re really, really good.” Montgomery also highlighted a female jersey that the brand
produced at the end of last year, which had ‘jeresey’ written on it, quite prominently. But instead of taking them all back and sending them off to landfill, the brand decided that for every jersey that it sold, it would plant a tree. “It’s at the front of everything we do, it’s one of the key pillars of the company. It’s something that’s close to the founders’ hearts as well,” said Montgomery. ■
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