Dan Nordstrom is a swashbuckling business owner with a collection of adventurous hobbies. So when he came to us with his new side project, starting a cycling club, we were all in. All he gave us was “It’s for old guys who don’t like bright colors".

Inject some dry humor into the club, with a dash of old school toughness. We looked to day labour patches, and steel worker uniforms for the right touch of old-school manhood inspiration. The colours and details help the riders feel polished, not in a midlife crisis. But the name and deconstructed vintage typography show that these guys have paid their dues, and are ready to collect on their fun.

Membership boomed in year one, quickly signing over a hundred riders. Kits, t-shirts and water bottles are sold out instantly. But really, the team has a lot of pride in their kits, and they don’t feel like sissies in them, and that’s what matters.