WEST MIDLANDS, UK – Brooks England Ltd. (part of Selle Royal) has entered into a capital tie-up agreement with Hide & Mc, a Japanese manufacturer of casual cycling wear branded ‘PEdALED’. The growing importance of cycling as a lifestyle segment of the fashion industry made Brooks to decide to cooperate with the apparel brand PEdALED as a strategic partner.
Hide & Mc was founded in 2005 and has been supplying the Japanese market, mainly through bicycle and specialty sportswear shops, with fashionable garments made primarily from natural materials that incorporate functional elements for cycling. The present tie-up with Brooks will bring these ideas to the global market, supplementing the number of offerings in this growing segment. The brand PEdALED was started in 2007.
Hide & Mc will launch their global PEdALED line beginning in 2011 and exhibit internationally in trade shows including the contemporary sportswear exhibition ‘Capsule’ in Paris, and Europe’s largest apparel exhibition ‘Bread & Butter’ in Berlin.
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