The Prudential RideLondon-Surrey 100 incorporates a huge range of iconic British landmarks. There’s the start by the 2012 Olympic Park, the sights of central London, the views of the Thames, visits to Hampton Court, Box Hill, Wimbledon and then, of course, the big finish on the Mall.
This year, riders taking part in the Prudential RideLondon-Surrey 100 or any other Prudential RideLondon event — or even riders who aren’t taking part at all but simply love the kit — have the opportunity to wear official event clothing created by another British icon: Endura. We look at the recently released 2018 Prudential RideLondon cycle garments and take a sneaky peak behind the scenes at the Endura to see how these products have come to be.
Back in 2016, Endura’s official Prudential RideLondon jersey was a study in red, white and blue and utilised the kind of colour-band styling (albeit with a contemporary twist) that is often found employed in traditional British cycle clothing design. For 2018, though, Endura has decided to forsake the tricolour options of two years ago and has instead concentrated on a more elegant blue-centric colourway.
“We have created a simple, sophisticated design that people will still like to wear long after the event,” explains David Wright, Custom Graphics Designer at Endura. “The main colour is a strong blue, with red, white and Union Jack details worked into it, which gives the outfit a classy British feel.”
This block colour approach certainly has an instant effect with the 2018 RideLondon official garments calling to mind some of the more boutique options among mainstream cycle wear. And while the colour palette is particularly striking on the jerseys (available in both male and female-specific cuts), it is no less effective on the male-specific bib-shorts, or male or female-specific waist shorts. Overall, the garments provide a very smartly British aura, which Endura thinks is perfect for the occasion.
Of course, the quality of Endura’s products is well-known. But even before the production stage, incredible amounts of time are spent utilising all of Endura’s longstanding experience and manufacturing knowledge when it comes to crucial factors such as fabric choice and fit. In the case of the new Prudential RideLondon jersey, the spec and cut is slightly less race-orientated that Endura’s Pro SL garments and more in-line with the athletic fit FS260 Pro range.
In all Endura’s ranges, there really is no substitute for attention to detail, with Endura’s highly skilled graphic designers going to incredible lengths to ensure colours match across fabrics and a garment’s various designs and logos appear correctly across five different sizes.
Certainly it’s good enough for the demands of top-level racers with Endura being a leading manufacturer of official cycle team kit. “We take great pride in our state-of-the-art custom clothing production here in Scotland where we produce all of the kit for the riders of the WorldTour teams we work with, alongside kit for clubs across the UK and now Europe,” says Ian Young, Endura’s Brand Manager.
While RideLondon participants might not be quite so competitively minded, the challenge ahead of them is just as great. “As a British company it feels like the perfect match to be the official kit supplier for the UK’s biggest cycle event,” Ian says. And when it comes to choice of clothing for that big event, we reckon there’s no better match than Endura’s official RideLondon 2018 range.