In this episode, Giff sits down with Ed Bartlett, founder of cycling apparel brand Kostüme, to explore what happens when you challenge accepted wisdom and rethink an industry from first principles.

After years of spending long hours in the saddle, Ed found himself questioning many of the assumptions underpinning the cycling apparel industry. From product design and marketing to manufacturing and retail, there seemed to be an accepted way of doing things that nobody was stopping to challenge. Rather than accepting the status quo, he decided to build the kind of company – and products – he wished already existed.

That company became Kostüme: a design-led cycling apparel brand built around a simple philosophy – create exceptional products with as little waste as possible, and remove everything that gets in the way.

The conversation explores how Kostüme's small-batch pre-order model enables greater investment in quality, comfort and performance, while creating a more efficient and sustainable business. Ed also shares why comfort became the brand's defining idea, how customer trust has fuelled organic growth, and why challenging industry conventions can lead to better products and better businesses.

At the time of recording, ultra-endurance cyclist Dr Sarah Ruggins was attempting to break the Europe End-to-End record, riding from the southern tip of Spain to the northernmost point of Norway accessible by road. As Kostüme's technical apparel partner, her challenge became the ultimate test of the comfort, durability and performance Ed has spent years obsessing over.

Key topics covered:

• Dr Sarah Ruggins' extraordinary Europe End-to-End world record attempt
• Why questioning industry assumptions can create better products and better businesses
• How Kostüme's pre-order model removes waste and enables greater investment in quality
• The relationship between customer trust, product excellence and organic growth
• Why comfort is often overlooked as a performance metric
• Building a brand around what customers actually value
• Artist collaborations, design and creating a distinctive brand identity
• The challenges of growing a business without compromising its principles
• How Kostüme's approach could influence the future of fashion and retail

Links
You can follow Kostüme here:

www.kostume.cc

https://www.instagram.com/kostume.cc/

Live preorder:
https://kostume.cc/edit010

Ed's podcast conversation with Sarah:
https://youtu.be/gysE9s80ypo

You can follow Sarah's One Way North record attempt here:

https://www.instagram.com/sarah_ruggins/

https://www.own2026.com/

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