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Main Story. 04. 22.
Driven by a simple but powerful idea, Bristol-based performance cycling brand Kostüme challenged traditional cycling apparel production and retail models by creating limited-edition, premium cycling apparel that is as distinctive as the riders who wear it. Known for its small, carefully crafted releases that defy the conventions of traditional cycling kits, Kostüme garments perform under pressure while bringing personality and purpose back to what riders wear on the bike.
“Our philosophy is simple: remove everything that doesn’t add value for the rider. By cutting out the waste built into traditional apparel production and retail, we can invest that margin in better fabrics, better construction, and products that genuinely last. Every garment we design needs to earn its stripes. If it doesn’t truly matter to the rider we won’t make it.” – Ed Bartlett, Founder
When Ed Bartlett launched Kostüme in early 2020, the British entrepreneur and cyclist did something the industry had never seen. Instead of overproduction and heavy discounting, Kostüme created a direct-to-consumer preorder model that allows every garment to be designed with purpose and produced in limited numbers. This eliminated excess stock and waste while allowing Ed and his team to invest in better materials and product quality. The result is what Kostüme calls ‘the new luxury’; exceptional product quality at accessible prices, with genuine exclusivity and sustainability built into every step. Designed at the brand’s Bristol headquarters and crafted in Europe using premium recycled materials, every piece is Made to Matter.
Behind every Kostüme garment lies uncompromising comfort and durability engineered for real world performance. We’re talking about gear designed to disappear on the bike, supporting long hours in the saddle thanks to refined constructions, innovative materials, and a meticulous attention to detail. This philosophy has earned Kostüme some of the best product ratings in the industry, including multiple 10/10 reviews and the highest Trustpilot score of any cycling apparel brand.
Indeed, for riders pushing the limits of endurance, performance matters above everything else. Dr. Sarah Ruggins knows this better than most. One of the world’s leading endurance cyclists, she recently set the fastest ever time across the legendary LEJOGLE route. She was so fast…she even beat the men’s world record. In June, Sarah will attempt the overall Europe end-to-end world record. Her choice to ride in Kostüme kit, which includes the Polartec© gilet, is driven by performance and shared values rather than sponsorship budgets – proof that when the margins are reinvested into the product, the results speak for themselves.
An inherent part of the Kostüme performance culture is an unwavering commitment to authenticity, innovation, and respect for the rider. From Sarah’s record-breaking endurance attempts to everyday adventures on two wheels, the brand’s mission remains the same as it did when Ed first founded the company: create exceptional cycling apparel that performs when it matters most and lasts far longer than a single season. Because when performance truly matters, longevity does too. This mindset also shapes the brand’s creative collaborations, including the new limited-edition gilet developed with acclaimed British artist Adam Ball – an initiative that connects to Ed’s early roots in London’s pop-up art world.
Ed Bartlett’s connection to the cycling community runs deep. Through the brand’s More Than Miles rider support program, Kostüme backs cyclists whose journeys represent something bigger than results alone. Together with elite athletes like Sarah Ruggins, they reflect a community driven by curiosity, endurance, and a genuine love of the road less travelled. It’s a reminder that cycling isn’t just about speed or distance; it’s about all those stories that unfold along the way.
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