ASSOS is celebrating its 50th anniversary with a limited edition jersey dubbed “We Are The A”, an artistic celebration of the Swiss brand’s journey and the meaning behind its iconic emblem as it celebrates 50 years of turning out premium cycling apparel.
More than a name, the A symbolizes the essentials of ASSOS: speed, Swiss heritage, and the brand’s position. Originating in 1976 when founder Toni Maier tasked a designer with combining the Swiss cross with an element of speed, the A quickly became a mark of identity. Its design was so strong that Swiss Air offered to buy the design at ten times its original value, a testament to its quality and perception.
“The “We Are The A” jersey breathes new creative life into that symbol. Built on the core of the racing series, the limited edition version of the ASSOS EQUIPE/DYORA R Jersey S11 “We Are The A” uses bold, geometric graphics to stretch the original form of the A across the fabric. It’s a visual echo of motion, a graphic that captures the development of the first sketch to the final outcome of the A,” boasts ASSOS.
Underneath the aesthetic, the jersey is engineered with the same performance features that define ASSOS’ racing line. Constructed from ultralight, hyper‑cooling AirCell textile, it’s designed for high‑intensity efforts and hot conditions, where breathability and aerodynamics make all the difference.
“Offered exclusively in the EQUIPE/DYORA R Racing Line, the “We Are The A” jersey blends radical design with race‑ready performance. It’s for riders who don’t just follow the brand’s history – they ride it!” says ASSOS.
Available in Moka Brown and Panic Red, the “We Are The A” jersey sells for $195.00.
ASOSS
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