Mountain biker Jacinta Timmins launched Norman in 2022 as an industry disrupting sustainable mountain biking apparel brand combining support and utility with a modern, minimalist aesthetic.

Identifying a gap in the market for ethically produced, stylish mountain biking clothing, Norman co-founder Jacinta Timmins and her business partner Charlie Timmins established the brand with the express mission of creating durable clothing that helps male and female mountain bikers feel comfortable on and off the bike. Through Norman’s high-function range, that sense of comfort comes not only from technical designs and lightweight fabrics, but from refined styles and a commitment to sustainability that puts riders’ consciences at ease too.

With some suppliers using garish designs where female riders were an afterthought, Jacinta wanted to develop options that made people proud to wear their gear on and off the trail. The desire to create more stylish yet technical options also opened the door for Norman to tackle the issue of sustainability, which has a traditionally poor track record in the mountain biking community.

The range of tech tees, long sleeve jerseys and shorts are hand made from ethically sourced fabrics, including a high-function nylon made from recycled ocean plastic from REPREVE®. On choosing to take a sustainable approach to sourcing and production, Norman co-founder Jacinta Timmins explains: “It was a no-brainer to use exclusively sustainable and ethically manufactured materials, as well as local and ethical makers where possible. What we’ve come up with is high-quality, environmentally friendly, technical riding gear that you can wear riding and then to the pub.”

Norman’s commitment to preserving the planet also extends to a carbon neutral approach, through their partnership with Keep It Cool, a not-for-profit which helps Norman plant one native Australian tree in the Snowy Mountains for every purchase made. In an effort to promote mindful consumption and reduce industry waste, Norman also offers repair services on all their products.

“Norman was founded on the principle that function, style and environmental consciousness don’t have to be mutually exclusive. We wanted to bring riders the option; an opportunity to buy gear that was both technically effective and, most importantly, green,” explains Jacinta.

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