2016/2017 FV Lookbook

S U M M E R 2 0 1 6/S P R I N G 2 0 1 7 LOOKBOOK

FEMME VÉLO

M O N TA N A • U S A HE ADQUARTERS 601 W. Ravalli St., Hamilton, MT 59840

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S E E M O R E AT www.femmevelo.cc

OUR SPORT. OUR TIME.

We are excited to bring you our first ever collection of high-performance, fashionforward women’s cycling apparel. Created for the woman serious about her cycling, we’ve designed beautiful pieces that offer superior performance. Our pieces are modern and fun with a nod to the those groundbreaking women who rode before us. Explore the collection and get to know Femme Velo.

Nicole Adamson NICOLE ADAMSON Founder/CEO

TH IS PAG E Founder and CEO, Nicole Adamson at home in the Montana Mountains.

FACI N G PAG E Post-ride recovery Montana style at Spotted Bear Spirits in Whitefish, MT with Lauren, Traci, and Nicole.

ON THE COVER Traci Stolte showing off her badass self in the Alfonsina Jersey, cap, and sock.

OUR SPORT. OUR TIME.

Meet

Alfonsina

THE ALFONSINA JERSEY Our modern take on floral with bright pops of color inspired by the Montana landscape. Retail $160. In stock now.

THE ALFONSINA BIB Our Signature Bib designed to complement our Alfonsina Jersey. Retail: $220. Available to pre-order August 2016.

TH I S PAG E Lauren Oscilowski showing off our Alfonsina Jersey and Bib Short.

OPP OS ITE PAG E The legendary Alfonsina Strada on her bike.

THE ORIGINAL ROA D RE B E L

THE DEVIL IN A DRESS Our first collection pays tribute to the great Alfonsina Strada, the only woman to have raced the Giro d’Italia. Standing at a sligh 5 feet 2 inches she drew a larger figure when atop her bicycle. It is rumored that as she rode the streets of her village, men and women would cross themselves as she passed, praying for poor Alfonsina’s lost soul. The “Devil in a Dress” would not be derailed from following her passion because she was a woman. She would compete in the Tour of Lombardy, the Grand Prix of St. Petersburg, the Giro d’Italia, and would go on to break the women’s speed record, a record she would hold for 33 years. And, she did it on a single-geared bicycle that weighed 44lbs, a behemoth by today’s standards.

OUR SPORT. OUR TIME.

Our Philosphy O U R M AT E R I A L S We spent months sourcing and testing fabrics, selecting only the highest quality Italian fabrics and manufacturing partner.

OUR FIT We road tested prototype jerseys and bibs to make sure the fit was just right and the fabrics performed to our standards.

Better fabric + Better fit = Enhanced Performance OUR STYLE We design our pieces for women who ride hard and want to look good while they do it.

WHY FV Femme Velo is for women who want beautiful cycling clothing that performs well under any condition and on any cycling adventure.

We’re for every woman, whether she’s a professional or amateur, a weekend warrior or just getting on the bike for the first time. We’re for the woman seeking adventure on her bicycle, and the woman looking to log some serious miles. We’re for the woman who rides to stay active and be healthy. Our mission is simple: get more women riding bicycles.

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We love bicycling. We love the history of the sport, the feeling of unbridled joy we find whilst riding our bikes, and the commardarie that comes from sharing the road with a friend or a stranger. All are welcome here.

OUR SPORT. OUR TIME.

Introducing

Annie

HELLO, ANNIE Introducing the Annie Jersey, named after Annie Londonberry, a most modern woman who dared to wear pants while she road her bike instead of the long skirts and corsets required of her by the day. She believed that the bicycle was going to free women from the social constricts of the day and give her greater mobility and power. Boy, was she right!

Annie decided to embark on a bicycling trip around the globe in 1894, leaving from her home in Boston with nothing but a change of clothes and a pearl-handled pistol. She visited Chicago, New York, Paris, Marsellies, Alexandria, Singapore, Saigon, Hong Kong, Shangai, and San Franciso.

TH I S PAG E Lauren wearing the Annie Jersey in a bright red geo dot print as modern as Annie herself.

You’ll have to supply your own pearl-handled pistol. Retail $160.

Available to pre-order August 2016.

Nothing but a change of clothes and a pearl-handled pistol.

TH I S PAG E Top: Lauren striking an Annie-worth pose.

Bottom: Photo of Annie Londonberry wearing pants. You go girl!

OUR SPORT. OUR TIME.

Share the Adventure LET’S GET SOCIAL Follow our adventure on Instagram, Facebook, Twitter, and our weekly blog

JOIN THE CLUB Join our club on STRAVA to connect with other women, challenge yourself, compete with others, and push yourself to new limits.

B E A N A D V O C AT E Encourage a new cyclist, share your love of the sport with a young rider, give your time and talent to and advocacy group, get involved with the industry,

MEET US IN PERSON Visit us at one of our pop-up shops and see for yourself just how fabric and fit can give you a better ride. Join us in Whitefish, MT for our annual event, find out how you can become and FV Ambassador, or ride with one of our Ambassadors.

SHOP LOCAL Want to see us in your favorite shop? Drop us a line, we’re always on the lookout for great stockists with whom we can share our adventure.

gravel goals

OUR SPORT. OUR TIME. RIDE LIKE A GIRL SOCK Remember what it was like riding your bike as a young girl with nothing but possibility and the open road ahead? Our tube sock harkens back to those carefree summer days. Retail $15. Available now.

Ride like you CL A SSI C C YCLING C A P Because you can never have too many cycling caps in your wardrobe, and ours is done in a classic navy with white polka dots. Need we say more? Bonus points if you can wear it with as much attitude as Tracie. Retail $30. Available now.

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u mean it.

OUR SPORT. OUR TIME.

OPP OS ITE PAG E Lauren is all smiles in her Alfonsina Kit. TH I S PAG E Three pockets plus a waterproof side zip pocket gives you ample room to store your stuff and keep it protected. What do you put in your pockets?

BELOW High compression bibs with a wide leg band eliminate the much dreaded “sausage leg” problem. Now that’s something to stand up out of your saddle for!

OUR SPORT. OUR TIME.

Our Sport.

M OV I N G TH E S P O RT FO RWA R D From the early Suffragettes for whom the bicycle was the machine they used to challenge social norms and gain their independence and freedom to today when women are outpacing men in participation of the sport and standing up to demand equal access, pay, and representation, bicycling has always been, and remains OUR sport. Now is OUR time to make our voices heard.

Get involved. Be a part of it. Help move the sport forward. www.femmevelo.cc

t. Our Time.

OUR SPORT. OUR TIME.

Our Story Founder, Nicole Adamson started bicycling as a way to be part of a sport she loved as a child, but had lost touch with as an adult. New to cycling she was looking for women with whom she could ride.

Upon discovering that there was no women’s cycling club, organization, or team in her community a friend suggested she start one. That is how the first Femme Velo event camt

about. Every year Femme Velo grows its ranks welcoming new women to the sport and bringing women from across the country to ride together.

“The clothing line I created is an extension of our mission to eliminate the barriers that keep women from the sport and to provide women with everything they need to participate in her sport.

“The ‘shrink it and pink it’ model is dead. We want clothes that re designed for us. Femme Velo is glad to be a part of the movement to deliver high-performance, fashionforward cycling attire to women,” Nicole Adamson.

“ M Y PA S S I O N IS C YCLI N G . I WA NT TO G E T MORE WOMEN TO EXPERIENCE THE J O Y, F R E E D O M , STRENGTH, AND P O W E R T H AT CAN COME FROM RIDING A B I C YCLE .”

I rejoice everytime I see a woman ride by on a bicycle.

-Susan B. Anthony

OUR SPORT. OUR TIME. Like what you see? Shop our collection online, or find out if a pop-up shop is coming to a city near you. Share us with your friends to help us create a happier, healthier, more stylish world.

Interested in being a Femme Velo stockist? Please contact Nicole directly at nicole@femmevelo.cc

PHOTOGR APHY Mandy Mohler www.fieldguidedesigns.com

STYLING Mandy Mohler and Nicole Adamson

ADDITIONAL CREDIT Thank you to our models, Lauren Oscilowski, and Traci Stolte. Thank you to the community of Whitefish, MT for your support.

Photography shot on location in Whitefish, MT and Kalispell, MT.

ADDRESS 601 W. Ravalli St. Hamilton, MT 59840