L’étape Cycliste

Services
Launch Strategy
Copywriting
Website
Photography
Digital Marketing

L’étape Cycliste approached Jane Fender with a bold ambition: to create a cycling brand that felt as refined off the bike as it performs on it. The founders had built an exceptional product, purpose-designed commuter shorts for real riders in real cities, but needed a narrative, identity, and launch strategy crafted with the same precision. Our task was to define a tone of voice and visual language that expressed utility, performance, and quiet luxury without slipping into cliche.

We began by shaping a distinctive brand voice that was confident, understated, and rider-informed. This narrative became the backbone of the brand system: copy that understood the pain points of commuters, celebrated genuine craftsmanship, and rejected the noise of fast-fashion athleisure tropes. With this in place, we developed a suite of photographic and video assets, capturing the brand’s mix of European design influence and urban pragmatism. Every frame reinforced the ethos: gear built by a rider, for riders.

Our team then refined the website experience, focusing on clarity, conversion, and brand immersion. We optimised site architecture, rewritten product pages, and designed a streamlined visual presentation that allowed customers to understand the technical sophistication behind the garments in seconds. The result was a digital environment that felt as premium and engineered as the product itself.

In parallel, we executed a strategic digital marketing program tailored to early-stage luxury brands. This included targeted social campaigns, retargeting sequences, founder-led storytelling, and influencer pathways centred around authentic commuter culture rather than paid hype. The goal was not broad reach, it was the right reach: riders who would genuinely value what the brand had built.

Together, these elements formed a cohesive launch platform that positioned L’étape Cycliste as a serious entrant in the emerging luxury commuter category. From tone of voice to technical copy, photography to optimisation, we helped turn a founder’s idea, if no one is making the right shorts, I will, into a clear and compelling brand ready for growth.