The small, celebrated, Los Angeles-based cycling apparel company, swrve, is getting a second life. Recently, they announced that they are selling the company to a new owner. And, this is great news!
About a year and a half ago, Matt and Murlel announced that they were starting the process of closing up shop. For 20 years, the small, scrappy, and beloved brand supplied high-quality, wildly popular cycling apparel to their loyal customers.
The terms of the sale, as well as the identity of the new owner, are not available at the time of this writing. But the deal was made final at the beginning of September. The transition to the new owner will be completed by the end of 2025.
“When we announced in early 2024 that we were starting the process of winding down swrve, we left the door open to the possibility of selling the company. But swrve is our baby, and we weren’t going to sell to just anyone. Over the summer, we found the exact person who ticked all the boxes. We truly hit the jackpot. The future of swrve couldn’t be under the guidance of a better person,” says swrve General Manager Muriel Bartol.
The time between now and the end of the year will be used to clear out swrve’s remaining inventory from its Los Angeles headquarters. This will give the new owner a fresh place to start heading into the 2026 re-launch.
Quick History
Swrve was founded in 2005. Their first item, a pair of knickers that easily doubled as performance cycling apparel and office-friendly attire, launched the brand. Soon after, they began to offer a full range of apparel for the urban cyclist, and their popularity grew quickly.
It was in 2007 that swrve introduced the world’s first cycling-specific jeans made from Cordura. The jeans became a massive hit and were soon available in bike shops globally.
“Of everything I designed for swrve, the Cordura jeans have to be my most iconic creation,” says Lead Designer Matt Rolletta. “As a small company, we took a big risk by being first, but it paid big dividends by cementing swrve’s status as an innovative company. The momentum we gained from the Cordura jeans allowed us to branch out into becoming an all-around outdoor apparel company with technical garments that were equally at home on the trail or in the workplace.”
But First…
To get ready for the changing of the guard to be completed, swrve has a “big warehouse to empty before we pass the baton”. So, they need to clear out their remaining inventory. To help motivate you guys, they have a discount code: “HereWeGo” that can save you an additional 35% on already discounted closeout pricing.
According to swrve, that means that you could grab most of their remaining inventory for around 75% off. That’s a great deal!
Check the link below to grab your own discounted pieces.
