whilst I dont think its much of a surprise, thats more down to the style and range of clothing they sold, they simply were a dull brand, and there are lots of dull brand cycling kit makers (maybe increasingly less though as a whole) who were alot cheaper.
really their problem was trying to be a premium brand with a perma discount operation, I got some of their jerseys and had a couple of their bibs and I thought the pad was ok (but like saddles theyre all individual perception and over time it can change too) but it was never stuff youd pay RRP for.
as for the do you ever see anyone wearing it thing, funnily I did at the weekend and I was a bit surprised tbh
, but there are lots of the brands Ive got and wear I never see anyone wearing either, yet those brands seem to be surviving, I do worry about the viability of some of them, but like the last time I did like a mass cycling thing, it felt like the majority had just turned up in stuff theyd bought off aliexpress, or theyd been keeping in a cupboard since the 80s.
Im sure if I went on a bun run to Windsor, Id see alot more people wearing the brands Id recognise from all the cycling social media influencers I follow, but again maybe this was LeCols problem even if the broke into the bun runners market, theres a world of cycling outside of that where people seem quite happy to wear stuff that fits terribly, looks awful as a result, but Id guess is quite cheap in comparison.
trying to sell a piece of lycra jersey for £150, when you can buy something that looks reasonably similar, even if it doesnt come with all the bells and whistles of proper clothing design, for just £5-£10, its like where even is the average, keen or ultra keen cyclist getting their kit from thesedays.
