2023–PRESENT · LAUNCH CLIENT · TECHNICAL APPAREL
LUCA.
Performance cycle wear for women. FIVE SEASONS IN. Built from concept.
The brief
lUCA came to us with a clear vision: build a women's performance cycle wear brand that fits properly, looks editorial, and stands apart in a category dominated by male-led design.
We took the brief from concept. Brand identity, fit blocks, fabric sourcing, full collection development, manufacturing partner selection, production.
What we did
Concept direction and brand identity — including the lightning-bolt mark — through to first season delivery. Pattern blocks built specifically for women's cycling fit, not adapted from menswear.
Fabric sourcing across Italian performance mills. Manufacturing partner selection and full development cycle. Quality control and production oversight every season since.
Pro-athlete partnerships — Siân Rainsley, Neah Evans — built into the campaign work. Editorial photography across Costa Rica, Mallorca, Lanzarote, the Italian Dolomites. Brand work that reads as fashion first and performance kit second, by design.
Where it landed
FIVE full seasons in market. Pro-athlete partnerships across triathlon and Olympic cycling. Campaigns shot in Costa Rica, Mallorca, Lanzarote and the Italian Dolomites. Direct-to-consumer through their own digital channels with growing wholesale interest.
The brand has a clear voice in a noisy category — editorial, considered, designed properly for women.
Working on something similar?
Get in touch about a launch, growth-stage development, or a Studio Session to talk it through.
“I’ve worked with James for the last four years, and honestly, I’m not sure LUCA would exist in the way it does without him. From the very earliest days (when it was barely more than an idea) to five full seasons of product brought to life, he’s been there for all of it.
James is one of those rare people who combines real technical expertise with the kind of dedication that’s hard to find. If he doesn’t know something, he’ll go and learn it properly. That’s just who he is. But beyond the work, he’s become a core part of the LUCA team, a trusted advisor, and genuinely one of my favourite people.
A few years in, and I’m more excited about what’s ahead than ever, and a big part of that is knowing James is part of it.
”
