BikeBiz Bicycle and cycling retail news
UK-based outdoor clothing brand, Passenger, has announced its entry into the cycling market in partnership with Seattle-based Swift Industries.
The brand has said they are partnering with Swift Industries to become one of the bicycle bag brand’s first UK stockists.
Passenger says the curated collection of handlebar and frame bags by Passenger marks Swift Industries’ continued expansion into the UK, and introduces their versatile bicycle bags to Passenger’s growing community of outdoor enthusiasts.
The launch comes at a time of growth in the bike industry after a turbulent few years post-COVID. Passenger reports that in a recent survey, over a third of its customers selected cycling as their third most popular activity (38%) after hiking and camping.
To celebrate the partnership, Passenger will host the first official Swift Campout UK event in June in the New Forest, alongside New Forest Offroad Club and The Woods Cyclery. What began as a grassroots idea has grown into an international, annual event, inspiring thousands of riders from all over the world with one shared purpose: to get outside, slow down, and kick off summer with a bikepacking trip over the solstice weekend. Now in its 11th year, it’s the longest-running global bikepacking event in history.
On announcing the partnership, Passenger Founder Rich Sutcliffe said, “We’ve long admired Swift for its values and community-driven purpose. There’s a ton of alignment between the two brands and our shared mission to connect customers to the outdoors.
“We’re stoked to support Swift’s expansion to the UK market, hosting the first official Swift Campout here in the New Forest, and giving our customers access to a great product that will enable meaningful escapism on two wheels.”
Martina Brimmer, co-founder of Swift Industries, added, “At Swift Industries, we show up every day to inspire people to ride their bicycles by designing exceptional bicycle bags and creating a contagious community that centres on sheer stoke. We do this for the love of the planet and to spread the personal joy and well-being that bikes unlock. We share Passenger’s mantra of meaningful escapism and are motivated to keep pace with the rigorous environmental commitments they model as a leading brand. It’s a beautiful fit, through and through.”
