BRANDS
RIDERS TO FOUNDERS
Isadore Apparel’s Peter Velits and John Wedlake tell Rebecca Morley the story behind the brand and its core focus on sustainability
F
rom the very beginning, Isadore Apparel has benefitted from Martin and Peter Velits’ deep insight to what works on the road, and what
does not. Both ex-professional cyclists, with Peter retiring in 2016 and Martin retiring in 2017, they founded the company initially as a side project. Co-founder Peter Velits told BikeBiz: “We are very fortunate to get to know a lot of talented people and the team around us right now is really nice, and we can rely on each one who is an expert of their department. It’s not just me and my brother, it’s now a proper team of experts. From a side project, it was really
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just filling our free time during the careers and it turned out to be a proper company. “We always wanted to do some business, we always wanted
to have some company and do our own thing. And we felt like okay, let’s do the cycling clothing because we know how it should fit, how it should be, how it should feel.” Since the beginning, Isadore wanted to create a brand which was premium, Velits continued, and is sustainable as well. “Since the beginning, nine years ago, [sustainability] was one of the main topics of what we had and basically it comes from our own experience.
Isadore founders Martin and Peter Velits September 2022 | 49
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