Sarah Ulmer Brand was created mainly to cater to needs of women and children. This brand emphasizes on comfort and looks.
Jean-Michel Libeau has been roped by SUB to design their garment. The merino clothing designed by Jean-Michel Libeau were worn by Kiwis at the 2006 Winter Olympics in Turin.
The SUB has taken up clothing for Avanti cycle shops and distributed it throughout Australia and New Zealand.
The key ingredient of this brand's clothing is merino wool, which makes them more expensive.