DEDICATED TO PROMOTING WOMEN'S CYCLING
DEDICATED TO PROMOTING WOMEN'S CYCLING
About Jelenew
Jelenew is the world's first haute couture professional cycling brand created just for women. Based in the US, and designed in France, Jelenew incorporates professional sports functionality and cutting-edge haute couture aesthetics into cycling apparel and more. Noticing the male-centric design pattern and aesthetic of the current cycling industry, Jelenew challenges the status quo by creating a vision truly from women's perspective, aiming to develop both the most professional and flattering cycling apparel. Driven by the mission to help develop global women's cycling, Jelenew aims to encourage women from all over the world to be their most authentic and adventurous selves.
Brand Mission
Dedicated to promoting global women's cycling
Jelenew's 8 World's Firsts
1. The world's first professional cycling brand made with haute couture tailoring and created by core members of Chanel team
2. The world's first professional cycling brand to put women's unique physiological structure as the core guideline for product development to truly elevate women in sports.
3. The world's first professional cycling brand to advocate "HER FOR HER" research and development approach,created just for women, tested by pro female cyclists.
4.The world's first professional cycling brand to launch a "1+1 model" and detachable padded mini shorts for all cycling scenarios.
5.The world's first professional cycling brand to minimize the presence of logos and adapt a sleek and minimalist aesthetic for women to focus on their authentic selves.
6.The world's first professional cycling brand to collaborate with world-renowned French haute couture master.
7.The world's first professional cycling brand to make a debut on the red carpet of Cannes. Jelenew's pant-dress new look was voted the 10 best dressed by Harper's Bazaar.
8.The world's first professional cycling brand to sponsor amfAR, supporting AIDS research and the well-being of our family on earth.
Brand Story
The foundation of Jelenew is based on our team's overall insight and thinking about the cycling sports industry. In the development of the cycling industry, women have always been the group most easily ignored. Women's cycling clothing has always been seen as an extension of cycling clothing developed by men and for men, ignoring the unique physiological and aesthetic needs of women. Merely changing colors and patterns for women's cycling clothing is far from enough to meet women's needs. Women cyclists need to be truly respected by society, and women's cycling apparel should be truly valued. We want to challenge and change the status quo regardless of how conventional thinking is in designing women's cycling clothing.After long research and close collaboration and testing with female cyclists, Jelenew, a professional women's cycling lifestyle brand truly based on female's perspective, was born in 2021. It represents our highest reverence for cycling, bringing the highest level of technology and craftsmanship in apparel to cycling and genuinely looking at the needs of cycling clothing from a woman's perspective - from a woman's body structure to a woman's visual aesthetic.This is JELENEW, the American professional cycling lifestyle brand that is not defined by tradition, constantly breaking boundaries and bringing everything new to the world. An American professional cycling lifestyle brand designed for women with French Haute Couture insights, applying French Haute Couture patterns and techniques to women's cycling clothing, combining functionalism with three-dimensional structural aesthetics.
About Jelenew
Jelenew is the world's first haute couture professional cycling brand created just for women. Based in the US, and designed in France, Jelenew incorporates professional sports functionality and cutting-edge haute couture aesthetics into cycling apparel and more. Noticing the male-centric design pattern and aesthetic of the current cycling industry, Jelenew challenges the status quo by creating a vision truly from women's perspective, aiming to develop both the most professional and flattering cycling apparel. Driven by the mission to help develop global women's cycling, Jelenew aims to encourage women from all over the world to be their most authentic and adventurous selves.
Brand Mission
Dedicated to promoting global women's cycling
Jelenew's 8 World's Firsts
1. The world's first professional cycling brand made with haute couture tailoring and created by core members of Chanel team
2. The world's first professional cycling brand to put women's unique physiological structure as the core guideline for product development to truly elevate women in sports.
3. The world's first professional cycling brand to advocate "HER FOR HER" research and development approach,created just for women, tested by pro female cyclists.
4.The world's first professional cycling brand to launch a "1+1 model" and detachable padded mini shorts for all cycling scenarios.
5.The world's first professional cycling brand to minimize the presence of logos and adapt a sleek and minimalist aesthetic for women to focus on their authentic selves.
6.The world's first professional cycling brand to collaborate with world-renowned French haute couture master.
7.The world's first professional cycling brand to make a debut on the red carpet of Cannes. Jelenew's pant-dress new look was voted the 10 best dressed by Harper's Bazaar.
8.The world's first professional cycling brand to sponsor amfAR, supporting AIDS research and the well-being of our family on earth.
Brand Story
The foundation of Jelenew is based on our team's overall insight and thinking about the cycling sports industry. In the development of the cycling industry, women have always been the group most easily ignored. Women's cycling clothing has always been seen as an extension of cycling clothing developed by men and for men, ignoring the unique physiological and aesthetic needs of women. Merely changing colors and patterns for women's cycling clothing is far from enough to meet women's needs. Women cyclists need to be truly respected by society, and women's cycling apparel should be truly valued. We want to challenge and change the status quo regardless of how conventional thinking is in designing women's cycling clothing.After long research and close collaboration and testing with female cyclists, Jelenew, a professional women's cycling lifestyle brand truly based on female's perspective, was born in 2021. It represents our highest reverence for cycling, bringing the highest level of technology and craftsmanship in apparel to cycling and genuinely looking at the needs of cycling clothing from a woman's perspective - from a woman's body structure to a woman's visual aesthetic.This is JELENEW, the American professional cycling lifestyle brand that is not defined by tradition, constantly breaking boundaries and bringing everything new to the world. An American professional cycling lifestyle brand designed for women with French Haute Couture insights, applying French Haute Couture patterns and techniques to women's cycling clothing, combining functionalism with three-dimensional structural aesthetics.