TEMPE, Ariz. (BETA) — Riding apparel brand Wild Rye has teamed up with Pivot Cycles on a three-piece collection designed to celebrate riders who identify as women. The collection features Wild Rye’s flagship Freel Short in a desert-inspired roadrunner print, the Mia Tank, and a new Edith 5-Panel Camp Hat.
The collaboration started with an idea from Pivot’s marketing director, Elorie Slater, and quickly blossomed into an evolving brand partnership with plans beyond this initial collection, including events, athlete involvement, and future product collaborations. “The brands’ shared obsession for design and bringing riders the best ride experience possible, made the idea an immediate ‘hell yes,’” said Cassie Abel, Wild Rye CEO, in a press release.
Slater has been riding in Wild Rye apparel since the company’s 2016 launch, “I’ve put this kit through the wringer. It’s suffered tons of abuse and hundreds of hours in the saddle and it’s still in great shape.” In considering collab partners, Wild Rye made perfect sense to Slater. “Our brands value innovation and materials integrity. That’s a lot to have in common, but we also firmly believe in cooperation between brands when it comes to creating more opportunity for female-identifying riders. Wild Rye is a perfect partner.”
Full story on Beta, BRAIN's sibling Outside site: betamtb.com/gear/apparel/wild-rye-pivot-cycles-partner-on-womens-collection.
