From the pro peloton straight to the sewing machine | The Story of the Isadore
Former professional cyclists Martin and Peter Velits turned their years in the pro peloton into a premium cycling apparel brand now worn by riders around the world.
Isadore was founded in 2013 by Slovak twins Martin and Peter Velits, both seasoned pro cyclists with experience racing at the Tour de France and even World Championship titles in the U23 category—Peter also finished 3rd overall at the 2010 Vuelta a España. At first, Isadore was a side project during their active racing careers: Martin focused on product development while Peter ran operations. Around 2017–2018, both retired for good from professional cycling and dedicated themselves fully to growing the brand.
Isadore positions itself as a premium label with sustainability at its core. It uses merino wool, recycled materials, manufactures in the EU, and ships in recyclable or compostable packaging. What started as a small personal project has grown into a global business selling in over 70 countries.
Roots in a sporting family
The Velits brothers grew up in a family where sport was a big part of life. Their parents encouraged them to try different activities—cycling wasn’t the obvious first choice. They even tried hockey for a while. But when repairs on the local ice rink roof forced them to try cycling, they discovered not only did they love it, but they were good at it. Structured training quickly delivered results and both earned their spots in the professional peloton.
Why and how did Isadore come about?
It wasn’t because they lacked good kit. As pros, they had access to loads of gear and plenty of top-quality apparel to choose from. That experience actually gave them a deep understanding of how different materials, cuts, and details influence comfort on the bike.
Naturally, they started talking about how not all cycling jerseys looked good, with sponsorship logos often ruining the aesthetics. Those conversations turned into a shared vision: creating a brand and collection they’d want to wear themselves. Kit with distinctive design that balanced function and style.
The first time they shared the idea was around the family table. It was the natural thing to do. Their parents, who already owned a local bike shop, didn’t try to discourage them—but they did offer a dose of realism: “Clothing? That’s the hardest thing to sell.” Not the most enthusiastic endorsement, but exactly the grounding they needed to take the venture seriously from day one. The brothers weren’t deterred.
Why “Isadore”?
They originally had a different name in mind, but the domain wasn’t available. One day, while listening to a playlist, a song called Isadore came on. The name clicked immediately. It sounded international, looked great visually, and most importantly, was available. That’s how the brand got its name—and they’re still convinced it was the right choice.
What defines a premium brand?
For the Velits brothers, it’s not just about expensive materials—because expensive doesn’t automatically mean good. Their idea of premium is all about combining function, source of materials, and quality craftsmanship. Isadore’s kit is produced in Europe. The brand is serious about sustainability, aesthetics, and comfort.
How do you recognize a premium brand? Peter says it’s simple: “Anyone can tell quality just by touch—and that’s often enough in-store.”
He describes the cut of cycling apparel as its own kind of alchemy—there’s no universal recipe because every cyclist is unique. The garment has to work on the bike, not just on the hanger. For example, if you put on an Isadore jersey and think it feels short in front, that’s intentional. A longer front panel would bunch up awkwardly on the bike. The brand’s patterns are designed to work best in riding position.
Years of experience have taught them there’s no single cut that fits everyone. That’s why they offer different fit collections—and why it’s totally normal if one doesn’t work for you. Peter even recommends giving any new jersey time on the bike before judging it. “You won’t know if it fits properly just by looking in the mirror.”
Given that 90% of their customers are still men, the men’s collections get more space—but they’re also investing in developing women’s lines, with female team members focused specifically on that segment.
What moment stands out in the brand’s history?
“We launched our first online store on May 15, and that very day we got our first order. We almost couldn’t believe it. Anyone who’s ever started something knows that feeling of joy at your first sale. Without those early customers, there wouldn’t be any company.”
Today, riders in Europe, Asia, the Caribbean, and Australia wear Isadore. One of their favorite stories happened on a trip to Japan. Riding in a taxi through the world’s biggest city, Tokyo, they stopped at a traffic light next to a cyclist wearing an Isadore jersey. At first, they suspected it was a stunt by their local partners—but it wasn’t. Just pure chance. Or rather, a sign of success. Seeing your kit out in the wild, thousands of kilometers away, proves you’re doing something right. (Their biggest markets remain Slovakia and Germany.)
“What was the hardest part about starting the company?”
“A lot of steps we didn’t know we’d have to take— but it was fun."
Isadore has evolved into a global brand. After a complete rebrand and fresh new collections, they’re successfully reaching younger riders. The share of women in cycling is slowly growing too, and so is their female customer base. They have dedicated colleagues working on women’s designs. Collections are planned about a year in advance, always with an eye on trends and, most importantly, customer feedback.
“Cycling bib shorts should be black”…but trends are changing.
Colored bibs—it’s a real trend. They never even considered anything but black before. But trends evolve, and they know they can’t just do things their way—they have to listen to what riders want. Now they offer colored bibs too.
Cycling bib shorts & overall comfort in the saddle
Comfortable bib shorts are just as important as a properly fitted saddle. Cyclists are picky and want anything that will boost comfort on long rides. Isadore offers different ranges with various chamois pads so customers can choose what suits them best. Once riders find the perfect pad, they often stick with it religiously for all future bibs.
Custom Program
Their custom program is also gaining importance. This division of Isadore has been running at full steam for two years now, collaborating with cycling clubs, companies, and community groups.
In the past, they used to turn down requests for custom jerseys because they worried about meeting expectations. But after finding the right production partner, they committed to offering custom kits starting from just 10 pieces—perfect for smaller clubs, businesses, or groups of friends.
They work closely with customers to design jerseys that both parties love, ensuring that even these one-off creations reflect the Isadore brand values.
Even we at Posedla have started thinking about company-branded jerseys. After all, the saddle isn’t always highly visible, and it’s easy for our brand to get overshadowed by the bike’s own logos. That’s why we decided to create our own kit in company colors with a bold logo on the chest and our now-signature logo placement just above the rear pockets.
What would you say to someone who asks: why buy Isadore?
Peter laughs: “You know, I’m probably the worst salesman.”
He says cyclists generally fall into two camps. Those who pick a brand and stick with it—there’s no point convincing them; they know what they like. And those who mix and match different brands, either because they’re experimenting to find what fits, or because they like the variety. What matters is that the kit works for the rider, no matter which brand they choose.
Final advice for beginner cyclists shopping for their first jersey or bibs?
“You don’t have to buy the most expensive gear. Get something affordable to see if you really love cycling. Give yourself time to learn about brands and materials. And decide for yourself if you want your jersey to tell the world who you are.”
