Kostüme: A Cycling Apparel Brand Bucking Industry Trends with Sustainable Practices and Crowdfunding Success
In a cycling market grappling with declining demand and rampant discounting, Kostüme, a British cycling apparel brand, is charting a different course. Founded in 2020 by serial entrepreneur Ed Bartlett, the company eschews traditional retail models, embracing a lean, pre-order system that prioritizes quality, sustainability, and higher profit margins. This innovative approach has resonated with cyclists, leading to rapid growth and a successful crowdfunding campaign on Crowdcube. The company’s success story underscores a growing consumer appetite for ethically produced, high-performance athletic wear, even in a challenging economic climate.
Kostüme’s crowdfunding campaign on Crowdcube, launching publicly on January 30th, aims to raise $124,000 in exchange for a 7.69% equity stake. However, the company’s pre-campaign outreach to its customer base generated significant interest, reaching two-thirds of the target within 36 hours and exceeding expectations with over 117% of the target pledged before the official launch. This early success demonstrates the strength of Kostüme’s brand loyalty and the effectiveness of its direct-to-consumer marketing strategy. Bartlett expresses optimism about the potential for overfunding, which would further fuel the company’s expansion plans.
Unlike established cycling apparel brands like Rapha, Assos, and Pas Normal Studios, Kostüme operates as a one-person enterprise, outsourcing production and focusing on small-batch, pre-order sales. This strategy allows the company to avoid overproduction and the associated waste, a common problem in the fashion industry. By producing only what is ordered, Kostüme minimizes its environmental footprint and maximizes its use of resources. This approach also allows the company to invest more in high-quality, recycled fabrics and research and development, resulting in superior products that rival those of larger, more established brands.
The brand’s commitment to quality and sustainability is central to its appeal. Kostüme boasts using best-in-class recycled fabrics and investing heavily in research and development to create innovative, high-performance apparel. This commitment resonates with environmentally conscious consumers and cyclists seeking durable, comfortable gear. A glowing product review from veteran cycling journalist Jo Burt, published on the influential website Road.cc, further bolstered the brand’s credibility, praising the exceptional comfort and quality of Kostüme’s cycling shorts.
Bartlett, a seasoned entrepreneur with experience in video games and contemporary art, brings a wealth of business acumen to Kostüme. He acknowledges the challenges of raising investment, especially in the current economic climate, emphasizing the dedication and skill required to succeed. While acknowledging the inherent risks of crowdfunding, Bartlett views it as a crucial step in scaling the business and overcoming the limitations imposed by limited resources. He underscores the importance of balancing the amount of capital raised with the equity relinquished, a lesson learned from past experiences.
Bartlett’s long-term vision for Kostüme extends beyond cycling, with plans to expand into running and yoga apparel, leveraging the same sustainable, pre-order model. He believes this approach offers a viable alternative to the wasteful practices of traditional retail, where overstocking and discounting are commonplace. By eliminating these inefficiencies, Kostüme aims to maintain higher profit margins while minimizing its environmental impact. Bartlett emphasizes that the company’s focus on quality and sustainability allows it to thrive without needing to achieve the same volume of sales as traditional brands.
Drawing inspiration from the success of US-based denim brand Gustin, Kostüme’s made-to-order model allows the company to produce exactly what customers want, reducing waste and offering a more personalized experience. This approach also enables Kostüme to invest more in product development and premium materials without inflating prices. Bartlett believes this customer-centric approach, combined with a commitment to quality and sustainability, positions Kostüme for continued growth in a market increasingly focused on ethical and responsible consumption.
Bartlett’s passion for his ventures is evident, with Kostüme representing his third entrepreneurial pursuit, following careers in video games and contemporary art. He views each venture as a passion project, driven by a desire to create something meaningful and impactful. This personal investment, combined with a keen understanding of market trends and consumer needs, has contributed to Kostüme’s success. His experience with venture capital funding in previous businesses has also informed his strategic approach to Kostüme’s growth, emphasizing a cautious, bootstrapped approach and a focus on long-term sustainability. The brand’s collaboration with artists for its unique prints adds another layer of creativity and differentiation, further solidifying its appeal to discerning cyclists. Bartlett’s vision for Kostüme extends beyond simply selling apparel; he aims to create a community around the brand, fostering a connection with customers who share his passion for cycling and sustainability. Despite the challenges facing the cycling apparel market, Kostüme’s innovative business model, coupled with a strong focus on quality, sustainability, and customer engagement, positions the brand for continued success and expansion in the years to come.
