lEidENSCHaFt - Storck Bicycle GmbH

of colors.” Admittedly, this is a pretty radical approach, but one that can be foundwherever products refuse to be overtaken by changing fashion trends and where theemphasis on function makes an item a ‘classic’ even when something that’s betteryet appears at a future point in time. “This, no doubt, is one reason for the great successof the Storck bikes,” says Celante, as he ponders the subject.Perhaps it’s the art of simply achieving the perfectmatch. A bike: purposefully technical, not flashy butcommanding attention; a jersey: geared to understatementand trimmed for functionality. Only theman sporting them both, the man who holds the bikeand wears the jersey, doesn’t quite fit the picture.Defined pecs and footballer’s calves – yes, we’re inItaly, but not at a Gran Fondo but at a photo shoot.The flash system’s humming, the photographer issuing instructions in a subduedvoice and designer Alberto Celante starts telling the story. “When I designed theStorck Collection, the first thing was to try and capture the soul and philosophy ofthe brand. There was to be no difference between the bikes and the gear in terms offunctionality and focus on details.” A specialist in functional wear, the Italian developedproducts in the motorcycle sector for Alpinestars back in 1995 and, a few yearslater, assumed responsibility for the brand’s creative design as well. “Designing gearfor bicycle riders isn’t harder than for skiers and motorcycle riders. The key thing is toknow the needs of cyclists and to then come up with concepts for products that meetthese needs – by using the appropriate functional materials and getting the cuts andstyles right to ensure good fit.”When Helena and Markus Storck decided to start their own line of apparel, theyplaced the main focus precisely on the aspects of functionality, wearing comfort andperformance. As the products are not just geared to being worn by Storck riders, thebrand’s logos are displayed on the jerseys and tights in a very subtle way. On the ‘AfterRide Jacket,’ for instance, the logo is found inside, on the underlap of the zipper. Theclaim of pursuing a radically unique path though is common to both, bikes and bikegear. “The collection has its own, strong identity,” says Alberto Celante. “Like thebikes of the brand, it doesn’t follow any trends, for instance in terms of the choiceObviously, the clothing line also owes its success to a few other people, first andforemost, to Helena and Markus Storck, who had clear ideas of how jerseys and tightsthat would bear their name should look. More concerned with practical details wasThomas Ziegler, previously employed as a cycling pro with top teams like Gerolsteinerand T-Mobile, and today as sales manager at Storck. “As a road racer, you’ve learnedfrom experience how a zipper has to be fitted so you can open it even while riding at aspeed of 50 km per hour or where the rear pockets have to be placed so you can reachinto them without contorting yourself.” These are examples of details that may not beobvious at first glance but that make the difference between a run-of-the-mill bikejersey and a truly functional piece of gear.Materials and cuts count as well if you want to comfortably sit on a bike for hours andbe protected against the weather. “Fast drying and good heat retention, for example,were especially important to us,” relates Ziegler. The former pro is particularly pleasedabout the approval from former colleagues: “Sebastian Lang, for instance, toldme that the jersey would keep him warm but was also pleasantly light on hot days.Sounds like a paradox but confirms the material properties developed by the manufacturer– and if ‘Seppel’ makes a statement like this, it’s the truth.”Ziegler attaches particular importance to a feature that isn’t visible while the rider isin the saddle and for which Storck has coined the name ‘proportional padding.’ “Weadjust the size, shape and thickness of the seat padding to the rider’s clothing size,which ultimately means it’s also geared to the rider’s weight,” explains the formerprofessional athlete. This allows a heavier male to enjoy the same comfort as a lightweightfemale rider.” Standard padding often tends to be too hard for the lighterweightrider, while the heavier rider might soon wear it out.But will the concept behind the collection pass the test of time? Or does our colorful,fast-paced world these days require more ‘surface’ and less ‘depth?’ “The bike markethas its own laws, and you’ve got to respect them,” says Alberto Celante. “Fit, functionand comfort always have to take center-stage. Only when that’s assured, you canstart looking to the world of fashion for input.” From this perspective, Storck BicycleGear has chosen exactly the right path, and the success in the first year confirms thecompany’s course. Now, Storck is planning to extend the collection, which so far hasbeen focused on ‘Road Bike’ and ‘After Ride’ products, by winter wear and rain gearplus an MTB line. And, as said before: not only for Storck riders.