Adjoining the Brooks England concept store in London’s Seven Dials, B1866, is a presentation of cycle wear by Japan’s Hideto Suzuki. To be honest, I hadn’t really had a close look at Hideto’s PEdAL ED range, so I was thankful for a visit to the boutique to check the gear out for myself.
Well, I’m glad I did. It was a pleasant surprise to discover a doorway leading from B1866 to the PEdAL ED store, and what greeted me was a diversity of textures and colours, balanced with a zen garden-like calm. Leave it to a Japanese designer to achieve such a combination.
Hideto Suzuki had been working as a fashion designer for 15 years before he began creating his own cycling clothes. A definite handmade style is evident across his clothes: patches, recycled materials and exotic patterns are ladled across utilitarian commuter-wear.
Recently, however, there’s been an evolution towards a more performance-based line, bringing an injection of highbrow technical details to jackets, shoes, jerseys and accessories. The combination probably won’t resonate with riders dazzled by brands that are focused purely on performance.
For those cyclists who are free-spirited enough to add another dimension to their wardrobe, PEdAL ED offer an approachable selection of wares. The main aspect that sets this range apart from all other kits currently on the market is a masterful palette of colours.
Subdued hues and bold accents decorate each item and are combined with well-thought-out details. Outer shell jackets, for example, made from ultra-light materials and fold into their own back pocket. A secondary zipper allows for extra layering underneath.
One part of the PEdAL ED range that really impressed me was their footwear. The construction is solid, the soles are stiff, offering more stability on the pedals, and the toes are smoothly moulded to allow for easy transit into pedals and toe clips.
This is the LAB Jacket, of which only 10 pieces were made. It’s probably the most tech cycling jacket you can get. It’s made from ultra-lightweight waterproof material and it’s reversible: silver on one side to reflect sunshine — keeping you cool — and black on the other to absorb the sun’s heat.
My favourite piece from the whole collection was this blazer, again produced in a limited number and available only from the Seven Dials store. The back is made up from recycled jerseys — mainly those of Brooks — stitched together to produce a highly distinctive and individual statement.
The woven Elastica Belts with reflective stitching… another thoughtful touch:
PEdAL ED’s jerseys are an exceptional investment for the commuter, sportive rider or world tourer. The short sleeve Kaido Jersey is made “from premium Italian Performance Wool” and features a ventilating stripe down the spine, three pockets and a zipped fourth pocket for valuables.
The Okabe jersey is the ultimate long distance jersey. It’s Italian-made from high tech fibres with extra spine ventilation, no-nonsense zips and reflective details — and offers 50+ UV protection. Couple it with any other item from the PEdAL ED range for an intelligent, cohesive touring outfit.
The PEdAL ED range is pricey; definitely a challenger for Rapha’s share of the commuter market. But if Rapha is an investment banker, PEdAL ED is a creative director or advertising executive. Whatever road or trail you’re riding, the PEdAL ED range is definitely worth a close examination.
Visit the PEdAL ED pop-up store at 38 Earlham Street, Seven Dials, London, WC2H 9LH, phone them on +44(0)20 78369968, or visit the website.