What is the thinking behind the brand?

Plaid.
That was the word that set the tone from the very first design meeting. Thomas Soule wanted something bold—something that would truly stand out. While every rider aims to be seen, we quickly realized that plaid had the potential to make a statement. But it still felt like something was missing—something that would elevate the design from bold to meaningful.

That’s when the peacock entered the picture.

Inspired by Thomas’s personal journey, the peacock became a symbol that bridged his past with his present. It wasn’t just about creating a unique look—it was about telling a story. One that now extends beyond the rider, to represent the entire team.