Specialized acquires women’s clothing brand Machines for Freedom

By Stephen Frothingham

MORGAN HILL, Calif. (BRAIN) — Specialized Bicycle Components has bought Machines for Freedom, a women’s cycling clothing brand founded four years ago by Jennifer Kriske. The brands will remain separate and Specialized described the purchase as “a bold investment in women’s leadership.”

“Machines For Freedom has set an incredibly powerful example, not just for women in cycling, but for all of cycling. It is a brand founded on listening to riders and delivering what they want and need, yet the industry was not providing. These same guiding principles were what brought about the genesis of the Specialized brand back in 1974. We are extremely excited to support Jenn and Machines as they continue to elevate women’s cycling,” said Kwai Kong, Specialized’s leader of equipment.

Kriske said she had been searching for a partner for the last two years.

“I bootstrapped Machines into existence four years ago with the objective of filling a big gap in the women’s cycling apparel market. I desired to design a kit that I wanted to put on each morning; it needed to look and feel good, but as importantly, be able to stand up to my most intense training days. I’d always felt the …read more

Via:: Bicycle Retailer and Industry News