Beyond the chamois and lycra, though, each of these companies has a compelling story. These are true brands. They are unique in their values and principles. Their founders have strong personalities.

All products featured on WIRED are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission. It seems making a cycling ...

All products featured on WIRED are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission. Telling a bike rider to try a ...

ASSOS has been named as the official cycling apparel partner of the USA Cycling Team up to and including the 2020 Olympic Games in Tokyo. Based in Swizerland, ASSOS will outfit Team USA in ...