Film: Lose The Label
A short film about challenging convention, ignoring expectations, and the freedom to ride how you choose. Sometimes less is more. #LOSETHELABEL (3 mins)
JULY 17, 2026
LOSE THE LABEL
Introducing the Minimal Jersey.
We didn't set out to reinvent the cycling jersey. We set out to help Sarah Ruggins ride 6,000km across Europe as fast as humanly possible.
The result?
Two world records. And the new UPF 50 Minimal Jersey.
With aero refinements from the wind tunnel at Silverstone, the new Minimal Jersey removes everything that isn't completely essential - including rear pockets - creating a cleaner, lighter, more comfortable jersey.
Whether you're tackling a multi-day ultra with a hydration vest, bikepacking with luggage, exploring gravel tracks with a frame bag, or heading out for a post-work thrash in cargo bib shorts, the Minimal Jersey offers record-breaking performance with minimum fuss.
TL;DR? Less. But better.
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