Australian Start-Up Norman Launches Sustainable Mountain Biking Apparel Line
Snowy Mountains born clothing brand, Norman, is launching its first line of sustainably and ethically produced mountain biking apparel, combining support and utility with a modern, minimalist aesthetic.
Identifying a gap in the market for ethically produced, stylish mountain biking clothing, Norman c0-founder Jacinta Timmins and her business partner Charlie Timmins established the brand with the express mission of creating durable clothing that helps male and female mountain bikers feel comfortable on and off the bike. Through Norman’s high-function range, that sense of comfort comes not only from technical designs and lightweight fabrics, but from refined styles and a commitment to sustainability that puts riders’ consciences at ease too.
With the comfort of female riders top of mind, Jacinta wanted to develop options that made people proud to wear their gear on and off the trail. The desire to create more stylish yet technically high-function options also opened the door for Norman to tackle the issue of sustainability, which has a traditionally poor track record in the mountain biking community.
The range of tech tees, long sleeve jerseys and shorts are hand made in Australia from ethically sourced fabrics, including a high-function poly/nylon blend made from recycled ocean plastic from Repreve. On choosing to take a sustainable approach to sourcing and production, Norman co-founder Jacinta Timmins explains: “It was a no-brainer to use exclusively sustainable and ethically manufactured materials, as well as local makers. What we’ve come up with is high-quality, environmentally friendly, technical riding gear that you can wear riding and then to the pub.”
Norman’s commitment to preserving the planet also extends to a carbon neutral approach, through their partnership with Keep It Cool, a Snowy Mountains-based not-for-profit which works to offset carbon production through community tree-planting initiatives.
In an effort to promote mindful consumption and reduce industry waste, Norman also offers repair services on all their products.
“Norman was founded on the principle that function, style and environmental consciousness don’t have to be mutually exclusive. We wanted to bring riders the option; an opportunity to buy gear that was both technically effective and, most importantly, green.” explains Jacinta.
Comprised of Tech Tees, Long Sleeve Jerseys and Shorts in a range of organic, dark and muted tones, the products in Norman’s debut range retail between $89.95 and $139.95