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Paddington’s Nicole Stanners designs women’s cycling brand Muze

What started as a hobby has blossomed into what an inner city designer is hoping will be a flourishing women’s cycling brand and break down barriers in a ‘male-dominated’ sport.

Women’s cycling hat which suits ponytails.
Women’s cycling hat which suits ponytails.

What started as a hobby and later racing across the US has evolved into what a Paddington woman is hoping will be a flourishing women’s cycling clothing brand.

Having cycled for 14 years, competing in Ironman challenges and cycling competitions, while working for global marketing companies, Nicole Stanners identified what she believes is a hole in the market.

It’s also about sending the message to “get more women into cycling” and that’s where Muze was born.

“I’ve been part of industry bodies looking at more diversity within (the drinks) industry … I see a lot of parallels in cycling, which is quite male-dominated, and can be a little intimidating for women,” Ms Stanners said.

With 40 per cent of Australian cyclists now women, the options available to address their needs are relatively thin.

Some of the products.
Some of the products.
A top available at Muze.
A top available at Muze.

Ms Stanners has worked with experts, diverse groups of female cyclists of different shapes and sizes to craft clothing which “flatter and keep you comfortable”.

What’s now on offer ahead of Muze’s launch on December 12 are sizes ranging from six to 16.

It went through thorough prototyping in Australia and while it’s an e-commerce brand, Ms Stanners she is taking it step by step in a bid to reach the global market.

“Our focus initially will be gaining some love and support within the local community (and) Sydney,” she said.

“Across Australia as well … and New Zealand.”

Ms Stanners has the help of experienced cycling ambassadors across Australia and across the pond, including Julie-Anne Hazlett, Maria Clarkin and Cathy Verry Elleegant.

Right now it’s about promoting the brand on social media, while Ms Stanners and the ambassadors help reach out to their own cycling communities.

However, next year she will target a raft of cycling events, including Australia’s premiere – Tour Down Under to help spread the word.

Ms Stanners, who has had a storied career in cycling and triathlon events, competing at the Ironman World Championships in Hawaii and winning a race across the US with the Veloroos, remembers ordering her very first club kit.

Muze founder Nicole Stanners is hoping to create a thriving women’s cycling brand.
Muze founder Nicole Stanners is hoping to create a thriving women’s cycling brand.

“It was unisex (so) men’s gear, and when I put it on I was horrified,” she said.

“I was like really, ‘is this as good as it gets’?”

Despite acknowledging the gear had “improved over time”, cycling gear has really only been designed for men and then adapted for women.

“It’s important to get the fit right, make sure it’s flattering and comfortable,” she said.

“And making sure the prints are in the right spot … patterns made for hips and body shapes and little design things which cater for women like a bra crop with a heart rate monitor or a ponytail holder.”

As cycling becomes even more popular with men and women looking at alternative transport options, Ms Stanners said it was about time, given how far ahead Europe was compared with Australia.

“I think it’s a big opportunity as a brand and build a community which gets more women into cycling,” she said.

Original URL: https://www.dailytelegraph.com.au/newslocal/wentworth-courier/paddingtons-nicole-stanners-designs-womens-cycling-brand-muze/news-story/06130eb4b2f5d930f41d426eabe775c2