Where graffiti meets Italian cycling apparel

Here at the CyclingTips Emporium we’re pleased to be featuring an exclusive release of the latest kit from Italian brand, Push Hard Apparel, a collaboration with well-known Italian graffiti artist, Joys. It’s available now for a limited time only.

We’ve talked often about the low barriers to entry in the cycling apparel market for brands wanting to create their own line of kit. It’s relatively easy to get access to the same manufacturers as the big brands, and it’s well known that many of the big manufacturers still operate in Italy. And much like Melbourne is a hot-spot for creatives giving the cycling apparel industry a shake, so too there are a number of great new brands coming out of Italy.

While brands from Italy typically have that much-loved and familiar classic Euro style to them – team kits with plenty of logos – a brand with a fresh new look is Push Hard Apparel.

Launched in mid-2014, Push Hard was founded by a group of creative friends with a complimentary set of skills: Marco, Benvenuto, and Daniele. We spoke to Daniele about Push Hard’s first two years, and about the brand’s exclusive collaboration with graffiti artist, Joys.

“The three of us are connected by friendship, work, and sport. Together we bring expertise and experience in communications and fashion,” says Daniele. “Together we’re doing something that individually wouldn’t be possible, and this is interwoven in every aspect of what is our collective dream: PH Apparel.”

Like many of the brands we speak to, Push Hard started with the simple aim of making clothing that its founders wanted to wear on the bike, and that they thought their friends would too.

“We were tired of wearing the classic team kits with sponsors plastered from head to toe in every colour of fluorescent imaginable,” Daniele explains. “We wanted a kit with a simplistic design that didn’t have to be loud to be stylish. We wanted to feel at ease in our expression of style while doing what we love most in our free time: riding our bikes.

“Our first jersey, The Rainbow, was born from an introspection of what makes us who we are. The jersey was made in a small, limited series and soon all of our riding mates were wearing the jersey. Seeing our friends wearing our creation further provoked our enthusiasm and we started to dream, which brought us to where we are today.”

Whilst Push Hard might conjure up images of riders giving it their all on the bike, the name means much more to Daniele and his colleagues.

“Push Hard is not tied to athletic performance, but rather to a broader theme of
resilience, to face day-to-day issues, to overcome difficulties and to not back down in the face of the challenges presented by life,” he says.

The trio are proud of their Italian heritage and their unique logo symbol speaks to this.

“The geographic coordinates are an tribute to our roots, to our territory, where
everything was born,” says Daniele. “Padua, Veneto, Italy. We explore, travel, and cover countless kilometers, but we always return home.

“We like to think that our typical customer is a connoisseur, a cyclist who appreciates a high-quality product that is designed and produced from start to finish in Italy. We strive to convey our origins, style, and values in each and every piece we produce.

“We do not produce anything that is not 100% made in Italy. This is often very challenging for us, but we owe a great deal to our country, which is rich in cycling tradition and excellence. We are extremely proud of this.”

Joys is a well-known graffiti artist from Italy, famous for using geometric shapes on large scales to create impactful works of art. While Joys’ work is usually confined to buildings and canvas, Push Hard approached the artist to see if he could take his art and apply it to a jersey, with a unique design. Below, Joys talks about the rationale behind the jersey and where he drew his design inspiration from.

The Joys X Push Hard collaboration is available for a limited time only at the CyclingTips Emporium. View the jersey here.

This content was written for the CyclingTips Emporium.


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