Founded by Australian Olympian Ryan Fisher, SALIRE grew from a love of the contrast between the grit and beauty of cycling, and a passion for street culture and fashion.

After years within the sport, we wanted to create something we couldn't find. Performance apparel that captured what makes cycling special, without looking, feeling or communicating like everything else in the industry.

The idea was never to change cycling, but to look beyond it for inspiration. Fashion, street style, photography, travel, music, and the people and places surrounding the sport.

We wanted to make genuinely technical garments, but build a world around them with more personality. Less point-and-shoot imagery of a cyclist on a road. More consideration for how cycling could look, feel and be represented.

That idea continues to shape SALIRE today. The product, the imagery, the collaborations and the community around it will keep evolving, but the reason we started hasn't changed.