Popular East London-based bike shop, Brick Lane Bikes is making a foray into the licensing world, working with Foundry Brand Consultants.
Brick Lane Bikes was one of Europe's first fixed wheel and track bike shops. It has now become a mecca for fixie, custom bike building and track bikes, with an almost legendary status among the global urban cycling scene.
In March 2013, BLB collaborated with the retailer H&M to create a capsule collection of apparel to be worn on or off a bike, sold through H&M stores globally.
Foundry Brand Consultants was set up by former Contender exec Mike Smith. The firm will be working with BLB in further developing the brand by partnering with licensees to create quality and accessible clothing and accessory collections.
FBC will be targeting SE Asia, Japan, the US and Europe.
Smith told Licensing.biz: "Being a keen cyclist myself, I've watched over the years of growth of the urban cycling scene alongside the importance and relavance of the global cycling movement as a whole.
"I believe cycling is only going to grow and Brick Lane Bikes are a very relevant brand to be developing in this way."