Swrve apparel brand finds new owner

September 10, 2025

Swrve announced Wednesday that it has a new owner and will relaunch in 2026 more than a year after the 20-year-old cycling and outdoor apparel brand said it would close.

The owner and terms of the sale are not being released yet, swrve said in an email. The ownership transition will be complete by the end of the year.

“When we announced in early 2024 that we were starting the process of winding down swrve, we left the door open to the possibility of selling the company,” said swrve General Manager Muriel Bartol. “But swrve is our baby, and we weren’t going to sell to just anyone. Over the summer, we found the exact person who ticked all the boxes. We truly hit the jackpot. The future of swrve couldn’t be under the guidance of a better person,”

Swrve will sell its remaining inventory and has started a closeout sale on its website. BRAIN