Wild Rye and Pivot Cycles Introduce Spring ’21 Apparel Collaboration
March 8, 2021
With the ultimate goal of getting more women-identifying riders on bikes
KETCHUM, Idaho (March 8, 2021)— Wild Rye, women’s four-season brand dedicated to crafting beautiful and technical mountain apparel announced today its first seasonal collaboration with premium bicycle manufacturer, Pivot Cycles. The collaboration brings to life a three-piece apparel collection as well as multi-season programming and content that highlights and brings together female-identifying riders. 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.
What started as a cold-email from Pivot’s Marketing Director, Elorie Slater, has quickly blossomed into an evolving brand partnership with plans beyond the Spring 21 season, including Q4 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,’” according to Wild Rye CEO, Cassie Abel.
Elorie Slater, Marketing Director at Pivot Cycles has been riding in Wild Rye apparel since the company’s 2016 launch, “I’ve put this kit through the ringer: 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.”
“Receiving that email from Slater felt like a major breakthrough for our up-and-coming brand. As we prepare to launch our fifth season of premium mountain bike products for women, it feels like the cycling industry is finally recognizing what we’re doing at Wild Rye,” explained Abel. “Pivot is a natural fit. Not only does the brand recognize the importance of speaking to and elevating female-identifying riders, but Pivot’s commitment to product resonates with our own product-first ethos.”
Slater and Abel share a deep seated belief that if you want to change the experience of riders who identify as women in mountain biking, we, as brands, have to let go of the idea of ownership and take action together. Both brands are eager to bring more athletes, allies, and everyday riders into the fold.
The apparel collaboration will feature a distinctive roadrunner and cactus print—an homage to the desert landscape Pivot calls home. “We test our bikes in some of the harshest riding conditions anywhere,” says Slater, “and we feel the roadrunner, known for speed and perseverance in an inhospitable landscape, is a perfect print.” Wild Rye applied its signature whimsy to the idea, “I don’t want to call them animal doodles,” says Abel with a laugh, but the apparel brand known for its playful prints clearly embraced the roadrunner and Wild Rye-ified it. The Pivot x Wild Rye spring collaboration collection will come to life with Wild Rye’s flagship Freel women’s mountain bike short, Mia Tank, and new Edith 5-Panel Camp Hat. The collaboration will be available for purchase on Wild-Rye.com, PivotCycles.com, and at select bike dealers across the US.
“The ultimate goal,” says Abel, “is supporting female-identifying riders.” “We’re stronger together,” adds Slater. Both brands are looking forward to co-hosting in person events in the fourth quarter of 2021 and exploring more opportunities in years to come. Learn more at Wild Rye and Pivot Cycles [Blog post live 12:01 AM PST Monday, March 8, 2021].
About Wild Rye
Founded in August 2016, Wild Rye™ brings beautiful and technical mountain apparel to all who identify as women, inspires confidence and gets more women outside. Wild Rye never compromises on fit, performance, and contemporary style. Its premium four-season products are carefully designed with a woman’s body, tastes and comfort in mind. Wild Rye is committed to creating a welcoming and inclusive access point to the outdoors, cycling and snowsports, by building confidence and community, protecting the places we play, celebrating fresh air and fun, and empowering women from the backcountry to the boardroom. Wild Rye products are designed and tested in its Sun Valley, Idaho mountain home and are now available specialty retailers across the country and REI, Title Nine and more. Learn more at wild-rye.com.
About Pivot Cycles
Tempe, Arizona-based Pivot Cycles is an off-road bicycle manufacturer devoted to producing the best riding mountain bikes in the world; bikes that not only perform at the most elite levels of the sport, but also enable every Pivot rider to achieve things they never thought possible on the trail. Founded in 2007, Pivot Cycles’ staff and athletes around the globe form a family bound together by a shared riding experiences and a love of mountain bike technology. Learn more at pivotcycles.com.