Our Story

Urban•Velo started many years ago with a simple idea — create cycling-inspired clothing that felt different from traditional cycling brands.

Less race team. More real life.

Inspired by late-night rides home, city streets, muddy winters, old BMX bikes, gravel roads, music, youth culture and the freedom that comes with riding a bike, Urban•Velo was never just about cycling. It was about identity, attitude and the stories that happen along the way.

Back then, life got in the way.

Like many passion projects, Urban•Velo was built around work, family and whatever spare time existed after everything else. The ideas were there, the designs were there, but time wasn’t.

So the brand was paused.

Years later, those original designs were rediscovered by my daughter. What started as a conversation quickly became something bigger — a chance to bring Urban•Velo back to life properly.

Not as a nostalgia project.
But as the brand it was always meant to become.

Today, Urban•Velo blends cycling culture with premium streetwear influences, creating pieces inspired by grit, freedom, rebellion, nostalgia and the ride home after dark.

Every design tells a story.

Some are playful.
Some are emotional.
Some are built around the chaos, suffering and humour that anyone who rides a bike understands.

But all of them come from the same place: a genuine love of cycling, bikes, culture and individuality.

Whether you ride road, gravel, mountain bike trails, BMX parks or simply use your bike to escape everyday life, Urban•Velo exists to celebrate the people behind the handlebars.

This is Urban•Velo.

Built slowly.
Built honestly.
And finally ready.