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2020: Year in Review.

Obsession: December

By Black Sheep Cycling

December 23^rd, 2020

In a year where beer became a dirty word. And when the world found itself under global house arrest. We still managed to cross borders creatively and thematically. Taking jaunts to Japan, Hawaii, even bleeding Outer Space.

So as the sun sets on what has been quite a ride, we take a look back at some of the highlights, in the words of our own Black Sheep...

What the COVID?

2020 has been a year like no other. The irony of my 2020 Vision this time last year has not been lost on myself and our team, as even the most future-forward strategy has made way for continual improvisation.

‘What the F*ck’ has been used as both a sigh of disenchantment, or as an unshackled motivational chant, almost on a daily occurrence. Yet amid all of the craziness, our business has grown three-fold (literally), and our community seemingly even larger.

For us, we truly believe that amid all the uncertainty that a pandemic has brought, the importance we place on being outdoors with our friends, and for ourselves, has never been so great. A one true stabilising force in a world that seems to have been completely flipped upside down and challenged at the edges.

"WTF has been our unshackled motivational chant"

We shared our crayons with you all...

Though INK may be in its infancy relative to the Black Sheep brand, we have enjoyed the challenges and successes this new platform has brought us. With innovation at its core, INK has revolutionised the custom cycling apparel space through truly unique designs and fulfillment. It has also reiterated the power of community we aim to build as dealers, squads, and collectives get together for their unique purposes.

Cycling Mums Australia - Black Sheep prides itself on the WMN Initiative, so when Cycling Mums Australia approached us we jumped at the chance to work with them on creating a collection which celebrates their following. Together, we created the vibrant, zesty citrus-inspired Clementine Collection, opened a team store, and sent their kit near and far. Look out for Vino Chicks Cycling Clubs and the Girl Gang Cycling Club who got the INK treatment soon after.

Hopping across the world, we met Brickell Bikes. Then, a small bike store in the heart of Miami. After getting together inspired by their weekly rides down the Keys, we soon developed the relationship to a point where they are now an authorised dealer. We look forward to watching their expansion over the coming months, and have enjoyed sending more INK collections out to Miami since.

Bicycling Australia, a mainstay within the Australian cycling community, this established magazine is renowned for having its finger on the pulse when it comes to all things bicycling, created their very own kit to put them on the top step of the podium. Based on a classic stripe design, appreciated by world champs and cyclists the world over and ordered by their readership through their very own Team Store.

"INK has reiterated the power of our community"

We went back to the 60s...

If ever there was a Black Sheep in female form, then it was Florence Broadhurst. She may not have been a cyclist. But she had a lot we like. She was Aussie. A designer. A raconteur. And an unashamed socialite. She was also the first artist we collaborated with. Albeit posthumously.

In a WMN exclusive collection, we brought to life the ground-breaking design of this proliﬁc artist from 1960s and 70s. And in 2021, we'll be back at it again. Delving deep into the abundant archives of this Australian icon to bring to life yet another Black Sheep x Florence Broadhurst WMN Exclusive.

Black Sheep x Florence Broadhurst Volume Two reinterprets a very particular design of this dramatic personality's colourful past. Creatively re-imagining it for a new audience. We leave your mind wandering for now.

"If ever there was a Black Sheep in female form, it was Florence"

We went to the Far East...

There is something fucking cool about Tokyo, fast trains, oversized branding, small cars and epic pedestrian crossings.

Black Sheep decided to investigate a different story about Tokyo, one that you wouldn't find in a Lonely Planet guide. The fast-paced underworld of Keirin racing, with its underground culture of race-fixing and illegal betting.

Japan is rich with inspiration. A country as diverse as it is unique. But it was the murky world of Keirin – a track cycling discipline that originated in Japan three years after the end of World War II that captured our imagination for LIMITED Tokyo. Especially relevant because it became only the second Olympic event after judo to originate from Japan.

The Olympics, as we all know, got canned. But we became so enamoured with this fascinating sport we continued unabated. Keirin is as colourful off the velodrome as it is on it. The riders well-paid heroes. Allegations of race-fixing and illegal betting are rife. The uniforms garishly bright and graphic. LIMITED Tokyo had to see the light in the Land of the Rising Sun. And so it did. To much success. And critical acclaim. Near and in the Far East.

Our dealers inhaled this collection with such demand it goes down as one of the fastest dealer sell-throughs in BSC history.

With a growing market throughout Asia, we welcomed our first authorised dealer in Japan, launching with the Tokyo collection proving a success with their customer base.

There is something exceptional about our growing customer base throughout Asia, markets such as Malaysia, Singapore and Taiwan are enjoying significant growth with Black Sheep Cycling which is down to our storytelling ability, fostering communities and capturing imaginations, collection after collection.

"There is something f*cking cool about Tokyo..."

Chaos returned in more ways than one...

Since 2016, the Man Ride has grown in significance. From hastily organised humble beginnings to the Man Ride soloists simultaneously crossing five continents (Australia; North America; South America; Europe and the UK) in five days back in 2018.

That round-the-world feat was achieved by 10 riders wearing the Chaos Kit. Released as a symbol of enduring hope. The events that went down that year earned the kit cult status. It became a conversation piece. And fuelled a worldwide conversation about inner peace. Given its significance, given this year that was. Or wasn't. And given our ongoing commitment to make the Man Ride a continued part of who are, we brought Chaos back by popular demand.

Not only that, but more people rode in it. From all over the world. Than ever before. Thanks, in part, to our partnership with Strava, allowing riders to participate in the Man Ride - IRL or virtually – and shine light on this dark subject.

"Chaos fuelled a worldwide conversation about inner peace"

We got Ballsy, and asked you to do the same...

What does our Man Ride Initiative mean to you?

Normalising the discussion around mental health among men. To me it means having the ability to chat about your mental health the same way you’re able to chat about your physical health.

Why are you an advocate for Men’s Mental Health and what made you want to be a part of the Man Ride this year?

I have had a rocky road with my mental health. However, through an amazing support system, I have generated a “toolbox” of things that work for me. When I heard about the Black Sheep Man Ride, I felt it was the perfect opportunity to finally share with the world my journey and everything I have learned.

You made it onto morning US TV talking about your experience and the cause. A big step, given the taboo that still surrounds Men’s Mental Health. What is the importance about being able to reach so many men with this conversation?

I was really stoked when ABC reached out to me about sharing my story. I felt like sharing my story on TV was a great way to help put a face to my story. I am not what people typically see when they think mental illness. I think by sharing my story, it really helps open up the platform for more men to be vulnerable and share their story, and their struggles. This year has been one of the hardest for the world as a whole. With all that has been going on, I felt this was a very important year to step up and help kill the stigma around mental health, and start a conversation.

"The Man Ride is the perfect opportunity to share my journey"

And our WMN Initiative continued to grow...

From its inception in 2015 as Love Women's Cycling, we began our commitment to our female community with the simple intention to work with a group of women to help convey the message of how good bikes are.

Since then, we have challenged ourselves to answer the question of why we should love it, and then subsequently, what are we going to do about it. From this the WMN Initiative was born. Now in its third year, we have built this initiative into a core pillar that underpins everything we do here at Black Sheep.

Focused on helping elite female cyclists realise their goals of a professional cycling career, to the opposite end of the spectrum as we work worldwide to increase female participation in cycling. It also means a dedicated female-specific collection and content, produced by women for women.

Our commitment to our female community continues.

What does it mean to you and your female cycling community to have the support of our WMN Initiative?

It’s so important to have a community of women created by women for women. So many women crave a safe place, a place to ask silly questions without judgment, a place to be vulnerable and a place to connect with like-minded people. They also want to see people who look like them racing at an elite level. The rest of the cycling industry is run by men dictating what women want. Communities like ours let women shape that path for themselves.

~ Bridget - Recreational Athlete

What does it mean to you and other female cyclists to have a voice through our WMN Podcast?

The WMN Podcast, at its core, is a platform that has the ability to give power to women’s voices and views on cycling. In a world dominated by men (especially in cycling), it’s so vital to listen to voices that challenge a society that is guilty of silencing women’s views. The podcast opens up a limitless world to the women’s cycling community; a world filled with stories that have the ability to inspire change, growth and feminism.

~ Faz - Recreational Cyclist

What does it mean to have the Black Sheep the support of our WMN Initiative?

Having such a globally renowned brand like Black Sheep choosing to invest in @specializedwr, really motivates me personally. Particularly in a (what’s another word for unprecedented ... WTF) year where racing and the opportunity to promote and leverage such investments has been limited.

It’s the extra hand on your back you need to keep going and makes me feel incredibly proud to be a part of such an initiative, which elevates cycling at all levels no matter your ability, colour, race, background, it’s a bottom-up and top-down investment, one I wish was around when I was a young girl – I wish I’d had that visibility of seeing strong women compete and push beyond their limits.

We know it’s incredibly difficult to measure these initiatives, all we can say is thank you for both now, and for what these actions are building for the future of the next wave of aspiring young cyclists. Thank you x

~ Matilda - SWR Athlete

The WMN Initiative opens up a limitless world to the women’s cycling community.

So as we put to bed 2020, we now look forward to 2021...

A world, and a sport, that looks very different than it did one year ago. In regards to the sport of cycling at least, perhaps the change is for the better. Our commitment to our community remains steadfastly focused on both Mental Health, and on our WMN Initiative. The major difference is we just benefit from a foundation and a brand that is now a lot bigger than it was one year ago.

2021 will see a continual conversation on how we can look after our psychological health a little better, with and without the bike. Likewise, we will be looking at expanding the opportunities we give to the women in our community, both as leaders within the sport, and as future elite cyclists. As a brand, we will be announcing a very exciting sponsorship, also aimed at developing some of the future greats in the sport of cycling, and will be expanding our manufacturing and distribution partnerships to new corners of the globe. Yet, if there is one thing we have learnt from 2020, it’s to be prepared for the unexpected. We’ll definitely be saying ‘What the Fuck’ a little more, making the most of whatever comes our way.