Why?

Why Spoke and Stone was born

We didn’t start Spoke and Stone to “disrupt the cycling industry” or “reinvent performance wear” (insert dramatic tech bro music here).We started it because we were bloody frustrated.

We’re riders too. Real-world, sweat-on-the-brow, gravel-in-the-teeth kind of riders. And like you, we want good gear. Stuff that fits well, performs like a dream, and doesn’t make us choose between looking sharp on the bike or being able to afford dinner that night. We've ridden all the genres from name brands, cheap imports, to custom team kits and frankly we were not that impressed. To us, that's not a complaint, its an opportunity for us to do it better,

What were we seeing?

1: Slick-looking websites from overseas, usually drop shipping gear that looks good in a photo but turns up feeling like it was stitched together by someone blindfolded in a wind tunnel using lower quality fabrics, sometimes even see through!

2: Riding mates buying stuff online, simply because its so much cheaper than they could get in New Zealand. crossing their fingers it fits.

3: Big name branded products doing what name branded products do, charge an premium for a product that is no better and sometimes even inferior to lower priced alternative.

4: Being bombarded with marketing showing shiny people, not a 50yr old belly in sight selling gear us masters riders look and feel terrible in.

So, we thought, why not do things differently? Can we fix this problem?

So, we cut out the middlemen and all the waste.

We went straight for the top fabric suppliers and pad suppliers (yep, the same ones that kit out the elite Euro brands). We designed cycling gear that feels premium because it is, without the “premium” markup.

We designed our gear to suit real people, not just shiny Instagram influencers and their genetically engineered abs. Our marketing features real people, our badge of honor isn't some tiny climber wearing our kit, its the 55yr old masters rider feeling comfortable and confident in gear that suits them.

We tested every stitch, every chamois, and every panel ourselves. If it didn’t pass the our test, it didn’t make the cut.

And that’s how Spoke and Stone was born.

Born out of frustration. Fueled by coffee and post-ride banter. Built for Kiwis who ride and expect their kit to keep up.

We’re here to bring top-tier cycling gear to New Zealand riders without the price tag that makes your eyes water. No gimmicks, no dodgy shipping times, no nonsense.

We're passionate cyclists, and passionate about our seriously good kit, made by riders, for riders.