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How do you make a brand for cyclists who crave adventure, not racing?

By taking the scenic route and focusing on what you see along the way.


The first Pilgrim t-shirt collection featured designs from three guest illustrators, each lending their unique take on cycling lifestyle.

A symbol of enlightenment

The logo represents our eyes being opened to a new way of life, centred around cycling. To symbolise this, the centre of the eye is a bike wheel, based on an the ancient 8 spoked symbol of enlightenment. Bursting out like beams of light, the points of a compass symbolise exploration, both without and within.

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