We exist to help you express yourself through the sport you love.

We started with the aim of creating the best collection of independent, design-led and high-performance cycling apparel for style-conscious cyclists. It’s a purpose that reflects our own journey in cycling.

As you ride more, you naturally focus more on what you’re wearing, in the same way as you think more about where you ride, who you ride with and what you ride.

And when you think about it, who wants to be another person wearing the same kit from the same big brands?

Until now, the best and most interesting kit has been hard to find and even harder to get your hands on – it’s hidden in dusty corners of the internet or in far-away places hampered by long shipping times and high costs. Not anymore! Rotate is the go-to destination for style-conscious cyclists, offering a curated collection of excellent cycling apparel through our online store. We want to make it quicker and easier to find the best kit and inspire you to get on your bike.

Our shop in Shoreditch is the only place in the UK where you can physically get your hands on some of these brands, as our collection is largely exclusive. We chose to be in Hackney because it is a vibrant cycling community and we want to be at the heart of it. Our shop is on Rivington Street – the UK’s first ultra-low emission zone – and has a vibrant coffee shop and fully-stocked bar, because great nights are just as important as early morning training rides.

You want to stand out from the crowd. We exist to help you do that.