Meet The Danish Entrepreneur Promoting Used Cycle Clothes Worn By Skilled Riders

Meet The Danish Entrepreneur Selling Used Cycle Clothing Worn By Professional Riders

There was plenty of leftover Lycra when, in March 2019, British billionaire Sir James Ratcliffe purchased the Workforce Sky biking franchise and renamed the skilled squad after his petrochemicals group Ineos.

There was one other glut of out of date biking package earlier this yr when Workforce Ineos remodeled into Workforce Ineos Grenadiers to align with Ratcliffe’s newbuild SUV, which matches into manufacturing subsequent yr.

With 29 skilled riders on the Workforce Ineos Grenadiers payroll—the corporate behind the workforce reported a turnover of €51 million in 2019, which makes it double the scale of its subsequent greatest rival—that’s twice briefly order that a complete bunch of team-branded jerseys, biking shorts, and gilets turned passé in a single day.

What do skilled biking groups do with all this high-end however all of a sudden out-of-date package? Many now promote it to ProOwnedCycling, a Danish startup that, in impact, recycles cycle clothes; cycle clothes both worn by professional riders or provided to them and by no means worn.

“A few of the groups used to have end-of-season gross sales, however they don’t seem to be arrange for when a buyer later wants to alter an M for an L, or any person wants a refund,” mentioned Oscar Bjørn-Rosager who began ProOwnedCycling in partnership with Danish rider Casper Pedersen in 2015. (Pedersen left the enterprise to show skilled—in October, the Workforce Sunweb rider gained the 114th version of the Paris–Excursions biking traditional.)

“Others give the clothes to employees, however then it’s simply extra clothes mendacity in a pile at dwelling, most likely unused,” mentioned 23-year-old Bjørn-Rosager.

“Employees can not be seen in public with it as a result of it’s dated package.”


ProOwnedCycling sells used, nearly-new and unopened clothes from most of the world’s best-known biking groups. An unworn 2019 long-sleeved Workforce Ineos biking jersey from famous Italian producer Castelli prices a lot lower than within the retailers—however it’s final yr’s colours and doesn’t sport the Grenadier brand.

It may not have been in retailers in any respect. Many of the clothes out there on is team-issue tools, not consumer-level duplicate package, which might usually be dumbed-down when offered commercially.

That is good for these wanting the easiest in efficiency gear—as long as you aren’t fussed about former sponsor logos or dated colours—however there’s a catch: you need to have the physique of a professional, too. Suppose skinny.

“Many newbie riders wouldn’t match on this clothes,” admitted Bjørn-Rosager.

“This isn’t duplicate clothes—that is package designed for the perfect athletes on this planet, usually custom-made to suit a rider.” options painfully truthful sizing charts and has movies speaking prospects via the usually restricted sizing decisions—professionals put on their package tight so even tall riders could put on child-sized jerseys.

On the portly aspect and nonetheless wish to experience in pro-level package? ProOwnedCycling shares clothes that isn’t so tight and tiny, akin to shoe covers, arm heaters and helmets.

“Some groups additionally make clothes for assist employees who experience, so we typically inventory XL and XXL kits,” supplied Bjørn-Rosager, “however it stays uncommon to see bigger sizes on our web site.”


The positioning additionally sells high-end bicycles, normally related to the professional riders for whom they had been constructed. Once more, that is measurement delicate: if you happen to’re out there for Ian Stannard’s €3,749 2018 Workforce-Sky-branded Pinarello Dogma K10—“reveals some scratches on downtube, seatpost, chainstays”—you need to additionally be capable to experience an 189cm bicycle body that was made to suit the precise dimensions of this long-in-the-tooth British rider.

Except, that’s, you’re a collector, and never needing the bike to suit.

“Our greatest buyer is a Chris Froome fan,” mentioned Bjørn-Rosager.

“Each time we get a motorcycle with Froome’s title on, that buyer buys it.”

Muck, Brass

Some collectors purchase clothes, too, and infrequently specify the clothes they want to buy have to be sweat-stained, maybe even somewhat soiled.

“A man in Portugal was a giant fan of Danish champion Chris Anker Sørensen, and we had been requested to not wash to his jersey. [The fan] was blissful to pay additional,” smiled Bjørn-Rosager.

“We’ve got different followers who ask for rider jerseys not solely to be unwashed however to nonetheless have race numbers hooked up. It’s complicated, however we will usually do it.”

Different gadgets of word have included the—most positively sweaty—helmet that Luxembourg professional rider Andy Schleck wore for no less than a part of the 2010 Tour de France when he got here second to Spanish rider Alberto Contador. “Go Andy! Go go!” was written on the helmet in indelible ink. (Two years later, after Contador was convicted of a doping offense, Schleck was awarded the winner’s yellow jersey.)


ProOwnedClothing is run by Bjørn-Rosager and his childhood pal Casper Hillstrøm.

The webshop began as a Fb group in 2015, changing into a standalone web site the yr after. In 2017, the nascent enterprise offered €12,000-worth of leftover Lycra. On the finish of that yr, a big order propelled the corporate ahead and, midway via 2018, ProOwnedClothing was promoting to prospects in 40 nations.

It now has a employees of ten. In 2018, the enterprise attracted funding from Sune Sand, the previous head of IT on the worldwide transport group Maersk who now works for Danish inexperienced vitality agency Ørsted.

ProOwnedClothing moved from tiny premises into an ethereal constructing outdoors of Copenhagen with the funding.

The corporate has washing machines and bagging tools for laundering and packing its used and nearly-new clothes.

In addition to Lycra using package, ProOwnedClothing additionally sells unworn, non-performance team-issue hoodies, t-shirts, and pants.

“We began to generate profits in 2019,” mentioned Bjørn-Rosager, and the enterprise has profitable agreements with groups akin to Mitchelton Scott, Workforce Dimension Information, Israel Biking Academy (now often called Israel StartUp Nation, and owned by Israeli-Canadian billionaire Sylvan Adams) and the ladies’s Virtu Biking workforce.

Bike increase

Like many different bicycle companies, ProOwnedClothing has had a very good pandemic. The uptick for ProOwnedClothing began in April, with the corporate benefitting from European lock-downs.

“When retailers in Italy and Spain locked down, we had been nonetheless open [in Denmark], and so had been logistic corporations so we may ship out biking parts and bikes and clothes when prospects couldn’t even get deliveries from native retailers,” mentioned Bjørn-Rosager.

Gross sales have remained buoyant, and, in contrast to some bicycle manufacturers, ProOwnedClothing has been capable of provide bikes from inventory.

“We purchase all the professional bikes upfront, which implies that we’ve got them in inventory, able to be shipped,” mentioned Bjørn-Rosager.

“Many bike sellers are nonetheless providing 4 to five-week supply slots, if they’ve any inventory in any respect—we will ship out bikes instantly.”

ProOwnedCycling’s subsequent progress alternative, predicted Bjørn-Rosager, is to steer biking groups to make soccer-style branded informal put on. Followers of Premiership soccer groups sport duplicate shirts as on a regular basis put on. Some groups even design away-strips to look good not on the pitch, however within the pub, matched with denims.

“It’s not widespread for a biking fan to put on their favourite workforce’s informal clothes as a result of it’s normally not commercially out there,” mentioned Bjørn-Rosager.

“In partnership with the groups, we wish to change that.”

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