SALT LAKE CITY (June 19, 2023) – Jelenew, the premium high-performance female sports brand, is launching cycling and fitness apparel for women at this year’s Outdoor Retailer Summer blending proprietary technology and French couture style. On display at booth 29036-RC, the line includes short and long-sleeved jerseys, base layers, bib tights and bib shorts featuring CurveTec™, a patented design providing maximum mobility and support for the female physique. CurveTec enhances the cycling experience by supporting the core, lower back, shoulders, hips, and thighs. Priced from $99 to $359, this collection is available on www.jelenew.com.

The brand’s designers are Di Liu, formerly with the Chanel Couture team and Chief Product Co-Creation Officer, Marion Clignet, six-time world champion and two-time Olympic medalist. They work alongside a team of skilled female designers, female athletes, sports enthusiasts, and leading experts in sports performance and science.

“Unlike existing cycling apparel for women, Jelenew combines functionality, elegance, and style, redefining the fusion of fashion and function in the world of sports apparel,” said Slindy Li. “By partnering with accomplished female athletes in the cycling and fitness worlds, we incorporate invaluable real-world insights and consistently enhance our product range.”

Specifically, CurveTec is inspired by French haute couture design using draped tailoring and form fitting design supporting key muscle groups, especially during the active motion of pedaling.

Hero products include:
● Hourglass Short Sleeve Jersey ($219) Designed with Lycra® fabric, stretchy, and comfortable; VISLON® YKK® zippers; and an OEKO-TEX® certified waistband guaranteeing that the product is free from harmful substances. Available in light khaki, zephyr, forest, and orange.

● L’Avenir Long Sleeve Training Jersey ($359) Its multi-density fabric regulates body temperature and provides core muscle protection. This aerodynamic design and fast-drying material is ideal for colder and windy conditions. Available in navy, burgundy, and light gray.

● Evolve Y Back Bib Shorts 8” ($259) Manufactured with Elastic Interface® Crossover 3D creating a thermal molded chamois for comfort and customized hyperelastic silicone leg grippers accommodating a wide range of body silhouettes. Available in black, black + white, and navy.

● Mercuria Short Sleeve Jersey ($289) Ideal for hotter climates this lightweight jersey is designed with aero stripes to help disperse air and increase speed while cycling. Available in pink, black, and citrine.

Jelenew is working closely with women of all ages, as they tackle life’s daily challenges by aligning with key non-profit organizations in the U.S., such as Women of the World in Salt Lake City and Dream Big! in Boston. As a part of this program, Jelenew is partnering with U.S. indoor cycling studios and cycling clubs, and organizing events with Lisa Leslie, Jelenew’s chief brand strategy officer and former WNBA star, who is playing a pivotal role in championing this message for women and communities.

Jelenew has been recognized as the official women’s apparel partner for the Pan Mass Challenge (PMC) Winter Cycle at Fenway Park in Boston, which is a part of the nation’s single most successful athletic fundraiser for the Dana-Farber Cancer Institute. Jelenew recently participated in the Sea Otter Classic, with Ms. Leslie, the world’s premier consumer cycling festival in Monterey, Calif. Looking ahead, Jelenew has planned experiential events around the U.S. in Boston, Chicago, New York, and Los Angeles.