Dashing for line
Leeds-based brand Paria is building a global reputation by offering streetwise cyclewear for all, as founder Sam Morgan tells Stephanie Smith.
Cyclewear has something of a bad reputation in fashion circles, with the so-called Mamil (middle-aged man in Lycra) counted by some as one of the greatest style crimes of the 21st century. But Yorkshire brand Paria is seeking to overturn perceptions and place cyclewear firmly on the fashion map with statement designs that offer something new for cyclists. Its designs for cycling jerseys, bib shorts, jackets, gilets and more combine urban influences with what the brand describes as “the grit and fervour of the Yorkshire countryside”, adding: “We aim to design apparel that delivers exceptional performance and looks great, without ever compromising on technical ability or durability.”
The brand was born from an appreciation of the irreverent, the independent and the alternative, twinned with a love of cycling and a keen eye for great design, merging cyclewear with street style and fashion in a similar way to skateboarding wear.
“I always bought and followed streetwear, street art and left-field sub-culture,” says Paria founder Sam Morgan, 45, who lives in north Leeds with his girlfriend, Fran, daughter Peggy, dog Portland and cats
Pringle and Marvin. With its off-thewall jersey designs, Paria is striking out on its own path in the cycling world as a popular alternative to mass-market brands, collaborating with independent businesses, including coffee shops, breweries and local gig venues. Key looks include abstract and graffiti prints, shots of neon, grungy monochrome looks and rave culture inspired pieces. It offers cycle techwear, such as jerseys in premium Italian moisture-wicking fabrics, constructed with flat lock stitching so there is no rub or chafe; bib shorts, tights and skinsuits in specially constructed fabrics for comfort, durability and performance, and accessories including eyewear, caps, socks and leg warmers.
The brand has recently expanded its range of casual “off-the-bike” clothing and accessories, with hoodies, T-shirts and tote bags featuring slogans such as Choose Bike, Push Bikes Not Drugs, and Ey Up.
Sam, who has five A-levels and a degree in Philosophy from the University of Leeds, plus further qualifications in marketing, grew up in Manchester with his father, who worked in food and drink production management, his mother who was a medical secretary (both are now retired), a sister who now works in marketing and a brother who runs a bar.
“I got back into road cycling in my early 30s and felt there wasn’t anything which encapsulated this subversive style in the cycling apparel market. What I wanted to achieve with Paria was to bring the skate style of brands like Stussy, the Quiet Life, and outerwear like Carhartt WIP, Patagonia and Brixton, to cycling.”
So Sam researched to develop his products and decide how to present the brand via a website and social media, using his savings to fund product design, stock buying and website building. The name is adapted from “pariah”, reflecting the fact Sam always felt like an outsider on a bike.
“We work really hard to push against what historically has been perceived as an exclusive and elitist sport,” he says. “We look to work with like-minded people, brands and businesses who are up for bringing together products and designs and making some noise around two wheels.”
The brand collaborates with artists and designers from across the world, from Germany to Jakarta, Durham to Barcelona. “I really like our North Brew collabs, in
1: Funtley button jumper, £60, at FatFace. / 2: Wide-leg chinos, £40, at River Island. / 3: Cashmere ribbed cardigan in grey, £275, at Leeds-based Cut & Pin at CutandPin.com. / 4: Tom Ford Ombré Leather Parfum, £120 for 100ml, at John Lewis. / 5: Cashmere ribbed cardigan in shell pink, £275, at Cut & Pin and CutandPin.com.