Toronto based Reggie is looking to migrate south of the border with their fun, loud-and-proud-style cycling apparel. Not ones to take themselves seriously, founders Jeff and Laura Wills (siblings) just wanted to make cool looking kit that was simply about having fun riding bikes — something I can get behind.
I got a sneak peek of some of the pieces at Sea Otter and they do look pretty awesome. Reggie makes everything from jerseys and jackets to fun socks and other accessories (their arm warmers and shoe covers look great).
So why the name Reggie? Because Reggie Jackson was the coolest name from Jeff’s childhood. He regularly used Reggie as a pseudonym and it’s a fun name. He thought that just saying Reggie is guaranteed to make you smile.
All the design are done by Laura — from the jerseys to the packaging. In her day-job, she designs everything from wine labels and websites to skateboards and lots of other stuff. After a stint with amateur racing in Belgium, Jeff returned to Canada for a career in marketing and advertising. Now the two of them run Reggie based on the pure joy of riding a bike.
One of the Reggie mottos in addition to simply loving to ride your bike is “rivet on.” Jeff personally installs an Rg rivet on each piece of kit. The rivet represents two elements that make cycling awesome — riders pushing themselves (riding on the rivet) and the heritage of the sport (from old leather saddles secured by rivets). So, whenever you pull on a Reggie jersey, pair of shorts, or gaminet, you’ll see the shiny little Rg Rivet reminding you of why we all love to ride.
Prices sit in the range from $124 for a jersey, $147 for bibs, and $166 for a jacket. You can order everything online from the Reggie website.