Performance Cycling Apparel

A love of the sport

Avenir is a collaboration of experts in product design, technical manufacturing, sports science and business operations, all brought together by a love of the sport.

Driven by our passion for Cycling, and a desire to create something really awesome, we are really proud to now have customers all over the World wearing our gear.

Contemporary, yet classic
An Alternative.

A modern approach to a heritage sport. 

Clean lines and classic design, but with only the latest fabrics, components, technology and processes.  We wanted to produce and provide a really high-quality alternative, at a fair price, made with our DNA.

From the outset the mission was to bring a quality, durable, lasting product, with a simple, clean and modern design aesthetic.

You won't find fluro-colours or garish designs in our collections.

Service is at our core - so we try and ensure we offer the absolute best value we can for our customers - coupled with a seamless shopping experience from end to end.

Designed to Ride
Our Way.

Our gear is designed to perform, day after day, ride after ride.  Simple, clean designs, highly durable, made to thrive in our active and hectic lifestyles.

Good looking, high-performing, technical apparel, with an emphasis on classic aesthetic design, wearer ergonomics, quality, durability, performance and value.

We've also created an easy, no stress, no hassle, personal shopping experience for our customers.

How we work
Our Ethos.

Our products are the result of expertise, experience, extensive testing, and a no-compromise approach to everything we do.

Our materials partners are amongst the best in the World, we're really lucky to be working with them.

We rigorously test our products out in the field, and up against the best our competitors have to offer.  We make sure we 110% stack up against them. 

We also want to ensure we offer best in class service for everyone who chooses to shop with us.

We aren't perfect, but we do our best to continually evolve and improve. 

Designed by us
Made for you

We spend a lot of time designing, testing and proving our products, along with our customers shopping experience, trying to make it as easy and enjoyable as possible.

We have been lucky enough to form partnerships with some of the leading component and materials suppliers in the World, to create unique cycling apparel with a quality to match, and surpass, the other brands on the market.

What we're about
What we value.

Quality - in everything we do, make and produce

Service - 100% customer satisfaction, every time

Performance - in our products, services, and our team

Value - with every product and service we offer

Teamwork - supporting each other for progress towards our company and personal goals

Respect - for our team, customers and environment

We look forward to having you on our team, we’ll see you out there.

Avenir Cycling

Our Locations

Gowing House, Drapers Yard, London, SW18 1SZ, UK

(Head Office)


N Milwaukee Ave, Chicago, IL 60622, United States

(US Offices & Distribution only)