swrve is coming to an end.

This news is not new for some, swrve USA, posted a ‘big news’ mailout in February last year. It's a recommended read and explanation as to why swrve is coming to end.

It’s been so much fun! I wanted to say some words and give some thanks to the people who have made the last 18 years so enjoyable. 

I stumbled upon swrve in 2006/7 when i was working in New York selling print designs to the fashion world. TrackStar was a small indie bike shop in NYC that always had something interesting to see. One pair of swrve knickers / 3/4's (size 36” waist) was hanging on a rail with an array of cycling t-shirts (“one gear is the only gear” sort of thing). The sizing was wrong for me but the product was something I wanted. 

So I emailed asking if they would post to the UK and got into an online chat with Muriel. Not long after, I jumped on a plane to meet them in LA. They welcomed me, put me up, and we ate, drank, and said hello. In 2007, I began selling Swrve in London... I’ve lots of fabulous memories of adventures with Muriel and Matt since then, but my great, open friendly start with them is testament to the people they are and the foundations of what swrve has been. 

Yes, you, the customers, the cyclists, the indie bike shops who said ‘yes we'll give swrve a go’. The niche cycling shows and events around the UK and Europe who brought the best of people together to share in an enthusiasm for bicycles. I started swrve.co.uk on a shoestring thinking the product was great. YOU put your hand in your pocked to give it a go, told your friends, posted on the forums, came to say hello at the shows and didn't shoot me down in flames on the odd occasion i stuffed up your order. Before starting with swrve in the UK i liked bikes but i wasn't in the business. The last 18 years have taught me that not only are bicycles great but the people who like bikes are brilliant, too. So thank you. 

The stopping of swrve is not a 'going out of business, fire sale’ scenario. It's a choice that hasn't got any creditors or investors chasing for money, and Mozz Cycling was set up to distribute swrve. I still believe the swrve product is great, offering something of value to the cycling community. The clothing was never designed as a fashion product, with some of the designs being sold now from among the earliest swrve product lines. The cycling jean, for example, is great because of its cut, its triple stitching, its material, it’s ability to not have a blown crotch after putting them to work on a bicycle. I think they look pretty sharp when box fresh but it's six months down the line of use that they come into their own.

The swrve stock i hold was always purchased with European distribution in mind, so i ordered with swrve at the factories helping to meet the numbers required for production, not just stock for the web shop. I wanted to give the independent bike shops that have stocked swrve time to clear their lines, especially as it's been a rough ride since Covid for a lot of high street shops. This has also meant the webshop has good stock. As the stock goes and the sizing becomes broken there will be more products on sale. The time frame for this to end (swrve.co.uk) is not in any synchronisation with swrve USA. My stock levels have never followed in line with the US market. Some of the lines I have available are the last anywhere in the world. 

I have never been a weekly mail drop sales advocate, the ‘it's new’ approach always seemed at odds with the swrve product, but i know that by word of mouth from the community out there a space was made amongst the web shop giants. Thank you :¬) so if you could tell your friends one last time, hopefully while enjoying a cold pint, that would be great.