Being seen takes guts...

Marking the 100th anniversary of Alfonsina Strada, we created a brand celebrating the legendary Italian female cyclist who hid her identity to compete in a men-only race in 1924, forever changing the face of cycling.

This story of Alfonsina now enters the modern cycling market, redefining the industry and pushing female-first-cycling apparel to the mainstream.

Designed for women, by women.

‘Our mission is to produce premium sportswear, which our wearers are proud to be seen in – for its style, sustainability, and statement of women's prowess.’ — Amedea Kelly-Taglianini - Founder