The New Black: Why Visibility Is the Ultimate Upgrade in Cycling Gear

If you’ve ever been out on the road, watching for cyclists while driving—or helping out at a race—you’ve probably noticed one thing: some riders stand out immediately, and others seem to disappear into the scenery.

Last summer, while volunteering as bike tech support at a local triathlon, I spent the morning as a spotter—riding shotgun in the car along the course while scanning for anyone in need of help. What struck me wasn’t just how vulnerable we are as cyclists — and how hard it was to see some of them. Every flash of orange, teal, pink, white, or even blue caught my eye instantly and easier than anyone in black. Riders in black blended in to the asphalt — urban camoflage when you really don't want it? I had to look hard to spot the athletes in black.  

That moment reinforced something I’ve written about before, and that research has backed for years: visibility matters. Making yourself visible is one of the simplest, most effective things you can do to stay safe on the road.  You have to wear something so you might as well something that enhances your visibility. 

Why Colour Still Matters in 2025

Cycling technology has advanced dramatically—lights are brighter, fabrics are smarter, and helmets are safer. But colour choice remains a key visibility factor that’s often overlooked.

Even in daylight, dark colours like black, charcoal, or even a deep dark navy can blend into the pavement or landscape, especially under shadows or overcast skies. Brighter hues, on the other hand, create contrast and catch the peripheral vision of drivers faster. A well-known study from Clemson University found that drivers identified cyclists in fluorescent or light-coloured clothing from significantly farther away than those wearing dark gear.

There is no downside to improving your visibility.  Every small detail adds up: lights, reflectivity, and yes—even your jersey colour.

The “New Black” Capsule: Visibility Meets Style

This year, we’re putting those principles into practice. Our upcoming capsule collection takes a fresh approach: any-colour-but-black is the new black.

Think deep ocean blues, energetic citrus tones, and crisp light contrasts that look sharp and keep you visible. It’s a collection built around the idea that style and safety don’t have to compete—they can coexist beautifully.

This isn’t about abandoning black entirely—it’s about redefining what “sleek” and “modern” can mean for cyclists and triathletes. Because visibility isn’t just a safety feature anymore—it’s an expression of confidence and awareness on the road.

What’s Coming Next

We’ll be sharing a first look at the New Black designs next week—consider it a teaser for what’s ahead. Each piece combines technical performance fabrics with standout colour stories inspired by the science (and real-world experience) of being seen.

Until then, take a look at your current riding kit. Is it helping you stand out—or blending you into the background?

Because when it comes to safety and performance, there’s one trend that never fades:
Be bright. Be seen. Ride strong.

Want a sneak peak?  

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