Set up for Success

At Prestige Cycles we pride ourselves on our ability to fit riders to the exact bike for their requirements. It is what inspired us to develop our Bike Tailor service and help hundreds of riders every year get the very most from cycling.

We are also proud to associate with brands that we feel mirror our excellence in quality and innovation, so we are thrilled to have partnered with ASSOS, the luxury Swiss cycling brand. The ASSOS international flagship boutique is ideally positioned in Regent Street by Piccadilly Circus, London. Step away from the hustle and bustle outside, and you will enter a cycling sanctuary of uber-calm and cool with a gallery of cycling products for men and women to enjoy. The boutique has a fresh and stylish feel to it, so we were delighted to offer our bicycle fitting service in store. With more than 40 years of experience in making apparel for the most passionate cyclists, ASSOS places great emphasis on delighting riders who push the limits.

In 1976, ASSOS of Switzerland was founded by Toni Maier with an unlikely advancement, the first carbon fibre bicycle frame. Whilst endlessly researching aerodynamics on the bike in the wind tunnel, Maier soon came to realise that the clothing the riders were wearing was in fact the main cause of drag. At this point, Maier turned his attention to clothing and created the first Lycra cycling shorts.

This invention led to pro teams paying to wear ASSOS shorts during the Tour de France, and to date, ASSOS is proud to have played a role in more than 350 gold medals at world championships and Olympic games. ASSOS works side by side with suppliers and gathers feedback from its internal test team to produce fabrics that offer optimum comfort for the rider. As a result of its continual investment in R&D, the pioneering company is behind additional key innovations that have shaped the evolution of the cycling world, and have now become industry standards. These include the first sublimation printing on a cycling jersey in 1980, the first elastic interface cycling short insert in 2001, and the creation of the fastest bodysuit on earth in 2004.

The ASSOS team has supported us seamlessly to create the luxury shopping experience with their expert knowledge and service. The clothing really is cutting-edge with all sizes and types available to try. The fitting space is light and spacious, and our clients are given the full VIP treatment and opportunity to try some of the most technically advanced products on the market. With the benefit of a fitting from a Bike Tailor, they can achieve their best ride yet.