Jelenew, a luxury, high-performance female-centric sports brand serving the cycling industry, expanded its spring line featuring cycling jerseys, bibs, shorts, fitness sports bras, and leggings.
Di Liu, a former employee of Chanel couture and Jelenew’s chief product co-creation officer with Marion Clignet, a six-time world champion and two-time Olympic medalist, works with other female designers, athletes, sports enthusiasts, and “experts in sports performance and science” to create the line. The result is CurveTec, the brand’s proprietary technology using “draped tailoring and form-fitting design supporting key muscle groups, especially during the active motion of pedaling,” proving “maximum mobility for the female physique” enhancing the cycling experience by “supporting the core, lower back, shoulders, hips and thighs.”
“Jelenew, created just for women, is delivering the next generation of female-focused cycling and athleisure apparel,” said Slindy Li, founder at Jelenew. “We partner with accomplished global cycling athletes and fitness devotees to create best-in-class apparel that not only provides premier performance, but also beautiful styling. Women are strongest when they empower each other; this is why this initiative is a central part of our DNA. Jelenew is actively collaborating with a diverse team of female product co-creators, ranging from professional cyclists on podiums to everyday women, to gather real-life feedback and constantly improve its products.”