Japanese clothing brand PEdAL ED came about when designer Hideto Suzuki, a 15-year fashion industry veteran, got into the business of building log cabins after his retirement. Having grown disillusioned of the way the Japanese fashion industry operated, Suzuki sought respite in the quiet, productive solitude that went into building these hardy, wooden abodes. He also got reacquainted with his bicycle, which he used to commute to work.
This new lifestyle inspired him to start creating clothing again, only this time he wanted to design pieces with a "sincere attitude." Combining his experience as a fashion designer with his needs as a cycling commuter, PEdAL ED's clothes are utilitarian yet fashion-forward. The five-year-old line, at first glance, has more aesthetically in common with contemporary Japanese streetwear brands like Neighborhood and Visvim, yet the devil is truly in the details. A closer look at the whiskering on items like the Tiny Reflective Denim Jacket and Diane Reflective Denim reveal that instead of 3M fabric, the creases in the fabric, especially in stress points like elbows, knees, and thighs, are actually painted over with reflective material. Workwear-friendly items like the John Adventure Jacket are made of lightweight fabrics and feature 3M reflective material underneath the back pockets, so it's easily hidden when you're not riding.
PEdAL ED got a huge boost when a 60% share in the brand was bought by Brooks England, who helped them launch their website — and yes, they do ship to the U.S. The collection ranges from $95 to $507, which is kind of pricey,, but when compared to other Japanese-manufactured sportswear brands, is considerably cheaper than stuff from say, Junya Watanabe or Visvim.
Get a closer look at PEdAL ED in the video below: