Shimano scales back on cycling apparel & discontinues Milremo

April 30, 2025

Shimano Europe has announced a refocusing of its priorities, with a significant scaling back of its activities in the cycling apparel space. The inescapable ‘black hole’ impact of Covid has been listed as a factor in the move, which will include discontinuing Shimano’s custom clothing brand Milremo.

The regular Shimano apparel collection will be streamlined too, continuing to offer shoe covers, gloves and socks alongside a “limited apparel line-up”. 13 jobs are directly affected. Shimano noted increasing competition, shifting retailer priorities and supply chain challenges, all of which were intensified by the impact of the pandemic. The production and shipment of the Shimano Autumn-Winter 2025 collection will proceed as planned, while Milremo customers will have the opportunity to place one final order for their
custom clothing before operations cease. CIN