The origins of TRUÉ cycling are quickly told. In the beginning was the innate need for design-oriented cycling clothing that met professional requirements.
Born in France. Inspired by our initial workshop in the homeland of cycling we called this approach “CycloCouture”. The existing offerings on the market couldn’t meet our needs and so the vision of a new, innovative label by cyclists for cyclists was born.
Engineered in Germany. With the idea of the perfect clothing in mind and accumulated experience of more than 250,000 training and racing kilometers in all conceivable conditions, we embarked on the search for a team of experts and a reliable producer.
Manufactured in Italy. There aren’t many textile manufacturers who are able to produce at the highest level and with the most modern methods. On the recommendation of renowned Bike Wear Designer we finally found a family-run company in Lombardy, that has been manufacturing exclusively cycling apparel with an attention to detail for generations. It’s where Pro Tour Teams competing in the toughest races in the world come to get kitted out. We found people who know their business, who understood us and who were willing to accept the challenge.
We’re proud of the origin of our products. We’re equally proud of the intensive development work over almost two years, in which a former Tour de France stage winner also took part. We repeatedly produced new prototypes and improved them step by step. We only pronounced ourselves satisfied when the last tiny detail met our high expectations. No easy road, but rewarding.
The result is a new product line for the ambitious cyclist, which in terms of functionality and quality leaves nothing to be desired and fulfils with the authentic look requirements and sophisticated features of professional bike racing. The fact that it’s made a childhood dream of the two founders come true, has made the whole thing a real labor of love.
In addition to our flagship line, the true Premier Collection, we are already working on extensions to the product range. Other accessories, new cuts and designs, customized offers or special models for particularly large athletes will exploit our innovation potential in the future.