Cycling is a sport renowned for its unrivalled beauty, but often blighted by a blind adherence to tradition. From questioning the chaotic calendar to highlighting new heroes within the bunch, it is our aim to disrupt the status quo in the sport we love. And for this season’s unique October edition of the Giro d’Italia, we have designed to disrupt cycling once again, teaming up with a brand that is alien to its aesthetic, oblivious to its origins, and untrained in its traditions.
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