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Brooks acquires stake in Japanese cycling apparel label
31
Jan '12
Brooks, owned by Italy's Selle Royal Group, has acquired a 60 percent stake in Japanese firm Pedaled.

Brooks first displayed a made-in-Japan collection of urban cycling fashion at Eurobike last year. It is currently offering the line through select retailers in Europe. For the purpose, it has inked deals with about 20 shops in Italy, France, Austria, Germany, Belgium, Russia, Spain, Switzerland and the UK.

The cycling range includes riding jackets, T-shirts, jeans, flannel shirts and trousers created with urban cycling in mind. These outfits are made using stretch denim, reflective strips and rip-open zippers.

All apparels are made in Japan and mostly sewed with natural fibres like organic cotton, hemp and linen.

Pedaled was launched in 2007 by designer Hideto Suzuki after a 15-year stint in designing with a famous Japanese brand.

Brooks, which also includes its namesake brand, Crankbrothers and Fizik, said Pedaled fills a gap in the market for comfortable, functional and style conscious cycling apparel.



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