British cycling brand Rapha has teamed up with London's Cycle Sisters to create cycling-specific performance gear for Muslim women. The collection features a close-fitting hijab, a long jersey and ankle-length padded pants. Focus groups conducted by Rapha's design team revealed that Muslim women — for lack of modest options — often resorted to wearing men's cycling gear to achieve a covered fit, compromising both their performance and comfort.
Rapha's new collection aims to empower them to cycle with confidence and style. The initiative aligns with a broader industry shift towards diversity and representation in sports and outdoor gear. By catering to Muslim women, Rapha isn't just expanding its cycling community. As major players like Nike and Adidas — who started selling performance hijabs and other modest sportswear over the past decade — have already recognized, inclusivity is both a moral imperative and a smart business strategy, fostering loyalty and growth among values-driven consumers.