NU-VEL (previously CIC-LO) was founded by Matt Boulton with the idea of creating a fashion-led cycling brand. Matt could also see a huge change happening in the cycling industry. Commuter & city bicycle brands were growing in popularity, E-bikes were on the rise and urban cycling accessories, such as urban helmets, were becoming established in the market. Matt thought "The cycling industry is evolving, so why is the cycling apparel market not moving with the times?".

Coming from a startups and entrepreneurship background, Matt saw the huge opportunity and decided to run with it and started the journey of building
NU-VEL. Matt has had countless meetings with suppliers from all over the world, meeting incredible people, to find the most innovative solutions. This was followed
by one year of user-testing, prototyping, focus groups and product development to ensure everything was perfect.

At NU-VEL, we believe cycling is the key to more sustainable cities, and in turn, a more sustainable future. By pairing advanced technical solutions with modern aesthetics we are making cycling more effortless and accessible.
In the coming years THE LONDON trousers will be followed by a full product range with one mission; to give city commuters a stylish and comfortable clothing range to get them from A to B and onwards.

Matt Boulton

Founder of NU-VEL