Cycle Clothing from a lifestyle perspective in the UK's contemporary Marketplace

Cycling encourages a healthy lifestyle, emits no pollution, saves money and promotes general good health. In the UK, many are cycling to work even though doing so means making small changes to their lifestyle and habits. Although cycling has become more popular in the last 20 years, the attractiveness of the sport over the last 2 years
has grown substantially. This may be partly due to the successes achieved in the 2008 Beijing Olympics. The growth in popularity has encouraged demand for cycle clothing, thus this market is currently flourishing in the UK and it is
natural to presume that sales will continue to increase. In this study, the requirements of cycle clothing for various cycling pursuits are explored in relation to fit for purpose, fashion context, innovative technologies and lifestyle. The research makes use of rich data compiled from active participants of cycling pursuits.