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. The brief he gave us was: ‘It’s for old guys who don’t like bright colours’.

A group of local retired professional bike racers looked to form a riding group free from all the obligations of a traditional racing club. How can you make these guys feel special and (frankly) cool, without the flashiness this industry so often resorts too?

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

Inject some dry humour into the club, with a dash of old school toughness. We looked to day labour 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. And the name and deconstructed vintage typography show that these guys have paid their dues, and are ready to collect on their fun.