In 2013, and after 30 years of stitching high-performance custom cycle clothing for professionals, Alé used its technology, experience and passion to launch its own consumer clothing brand, bringing to market high quality cycling clothing with a difference. At the time, the majority of cycling kit available – although smart – offered mostly muted, ‘sensible’ colors.
Wanting to bring something new and fresh to cycling, Alé entered the market with a strong fluo (or fluoro to some) look that it’s now known for the world over. Since then, the cycle wear company has been injecting a fresh spectrum of much-needed bright color into the world of cycling, for professionals and amateurs alike, with neon yellows, vivid greens and hot pinks – and it hasn’t looked back.
While beautifully hand-stitched chamois and perfectly fitting jerseys that stand out from the crowd are the bedrock of Alé clothing, they make every item of cyclewear a rider could need, for every season, including jackets, gilets, skinsuits, gloves, socks – and even kit for triathletes.
Alé’s trademark fluo colors are added to the best technical fabrics on the market for the production of garments with a unique and bold finish. Like some of the greatest cyclists of all time, the brand embodies true cycling passion by boldly pushing boundaries. Consider, for example, Eddy Merckx; he didn’t reach the dizzying heights of the ‘triple crown’ of cycling – winning the Giro, Le Tour and the Road World Championships – by playing it safe. Known for his passionate, merciless approach, Merckx relentlessly pushed the limits of what was deemed possible, and through unwavering hard work and self belief, stood out from the crowd, earning his title of The Cannibal by consistently ‘chewing up’ every cyclist in his path.
Although Alé provide a wide variety of clothing options for all cyclists who prefer bright colors, when the brand launched, they knew that their dazzling hues would resonate especially well with women. The female team Alé BTC Ljubljana, born in 2011, becomes in 2020 the first Italian team that enters the UCI World Tour.
Working with cycling professionals has not only helped put Alé firmly on the map, but it also provides the perfect opportunity to gather feedback from riders who are putting the kit through its paces in the ultimate test. This continuous collaboration to improve products allows Alé to put technical excellence first, blending performance with style.
Wear Alé and you’ll be sure to stand out from the crowd. Unless, of course, the crowd’s wearing classic Alé colors too – and then you’ll be part of Alé’s vision, to unite all dedicated cyclists with a stylish look. Picture the annual Granfondo Alé La Merckx, for example, at which thousands of riders gather amid the sights of Verona, with its gothic architecture and rolling green pre alpine pastures.
But Verona isn’t simply home to Alé’s annual Gran Fondo – it’s also the brand’s motherland. Its production unit can be found hard at work just 30km south of Verona city, where some of Italy’s most talented tailors stitch high quality fabrics – made to perform in even the toughest cycling conditions.
To ride in a piece of Alé kit is to support a brand of great heritage
– one that flies the flag of unwavering quality, celebrates women’s cycling
and, above all, celebrates the essence of what cycling is about: passion, community
and dedication to a great sport.