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Beyond Shrink & Pink: How Women Are Changing Cycling

Our new film looks at how women are making a difference in cycling. From bicycle design to women’s apparel to making cycling accessible to everyone.

In Italy we talk to Alessandra Cusatelli, chief art director of Italian bike manufacturer Cinelli, who sees love for bicycles as eternal. “Because it’s the first present we get,” she says. “It’s an emotional object. For me to work in cycling is a great opportunity… I think that a lot of people know that a woman stands behind the Cinelli project.”


Meanwhile in Scotland we meet Alex Feechan, owner of women’s cycling apparel designer brand Findra, and Sarah Drummond of Cycle Hack, and talk to them about what cycling means to them and how they’re having an impact in an otherwise male-dominated sport.

“If you look at women’s marketing, it’s a lot of pink lycra, and that’s not really going to encourage people to get on their bike,” says Sarah, while Alex reminds us that if “you look back at when females started to ride their bikes back in the 1800s, men were frightened of these women who were cycling around in their bloomers on bikes and who could transport themselves around freely.”

They both believe there is a whole world full of opportunities beyond the traditional approach that could be summed up as “just make the standard gear pink and shrink it a little bit”.

Charity auction of a bespoke Cinelli bicycle

Because we in WeLoveCycling realise that not everyone is as fortunate as we are, we decided to seize the opportunity and really change someone’s world – with a bicycle. We asked Alessandra, Alex and Sarah –  who all feature in our film – for help. Together we will be hosting a charity auction for a one-of-a-kind, bespoke bicycle created by Cinelli, with unique, one-off apparel by Findra.

The proceeds will go towards providing bikes to women in Africa, where bicycles provide access to independence and livelihood.

Look for Part 2 of our film, in which we document the creation of the bespoke bike, speak with artist Ana Benaroya and tell you more about the auction.