Findraclothing

Findra markets “modern outdoor clothing” for men and women, built around merino-blend base layers, technical shirts, all-weather jackets, joggers and accessories such as beanies and neck-warmers. Most garments sit in the £45-£120 band, placing the label in the mid-range technical-apparel tier. Sales are direct-to-consumer through the brand’s own e-commerce site and a small concession inside the Bike Shed Motorcycle Club, London; there is no wholesale network. The company’s core pitch is “bike-to-boardroom” versatility: every piece is cut for cycling or hiking yet styled to look civilian, so riders can wear the same merino tee or soft-shell at a café stop or client meeting. Signature items include the 72-Hour Merino Tee (17.5 micron wool with reinforced elbows) and the Pack-Down Wind Jacket that stuffs into its own rear pocket. All fabrics are bluesign-approved and production runs are limited, reinforcing a low-waste, small-batch ethos. Core buyers are 25-45-year-old urban cyclists, gravel riders and weekend micro-adventurers who want one wardrobe that works on the commute, the trail and the pub afterwards. They value comfort, odour-control and packability over race-day performance, and they like supporting a UK indie rather than global mega-brands. Findra competes with mainstream outdoor labels that sell through multi-sport retailers and with cycling-specific apparel houses that skew racer-tight or logo-heavy. It differentiates by offering muted colour palettes, cycle-friendly tailoring (longer backs, reflective hits inside cuffs) and merino-rich fabrics at prices below premium alpine brands but above fast-fashion sport lines.