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L'Alpe d'Huez

Our Inspiration

Alpe d’Huez is a mythical, iconic and savage cycling test for all those who have had the chance to experience it. However for many it represents so much more than a simple climb. Situated in the Isere region in the Central French Alps, the climb starts at Le Bourg d’Oisans and goes via the D211 for 13.8 km with an average gradient of 8.1% and a maximum gradient of 13%. Its 21 hairpin bends provide a respite and torturous countdown to the summit and are fabled globally. First brought to attention by Fausto Coppi and his marvellous win over Jean Robic in 1952 it instantly turned into a legendary climb. As reporter Jacques Augendre put it:

The Tourmalet, the Galibier and the Izoard were the mythical mountains of the race. These three cols were supplanted by Alpe d’Huez. Why? Because it’s the col of modernity….. No other stage has had such drama. With its 21 bends, its gradient and the number of spectators, it’s a climb in the style of Hollywood.

For us it represents so many things that underline Huez* as a brand. Augendre named it as the “col of modernity” and this is represented in the way our brand and clothes have been developed in a modern and progressive fashion, never looking back always pushing upwards. Our clothing takes inspiration from the classic beauty of the mountain, the artistic graffiti that haunts the road and feelings of pain and joy that only climbing in such a place can bring. We want all to share in this and have created high performing, beautiful and inspirational cycle wear that we hope will recreate some of the feelings we have whenever we return to the Alpe!

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