We stand for a culture that both connects with people and connects those people through the recognition and celebration of shared intentions, experiences and personal victories.
Irrespective of activity or result our collective joy is in embracing the journeys and the outcomes whatever they might be.
By creating and nurturing a brand personality that people either aspire to or recognise in both themselves and those who share the same, our culture will be inclusive, from the fleeting but knowing smile of a passer-by, to planting the seeds of future friendships.
In looking for a unique word that would convey an emotional response to doing something you love with a direct link to 'all things two wheeled' a connection was eventually made with the term 'Stoked' resulting in it's somewhat predictable evolution to 'Spoked'
Symbolising the Shaka and 1950’s surf-speak, Spoked’s accompanying gesture is in essence a play on surf/skate culture exhilaration and celebration for cyclists and motorcyclists defined as follows-
"A state of mind ranging from feel-good to euphoric induced by participating in any form of two-wheeled propulsion - self, gravitational, motorised or a combination thereof"
Our Tag-Line is inspired by the roads, trails and landscapes of Scotland and this quote from counter-culture icon Hunter S. Thompson-
"Life is not a journey to the grave with the intention of arriving safely in a well preserved body, but rather to skid in broadside, thoroughly used up, totally worn out and loudly proclaiming - WOW, What a Ride !"
Supplier Choice
Our choice of primary garment supplier underpins a commitment to reducing our impact on the environment, small as it might be...
Whilst material choice, and enhanced production processes ordinarily share centre stage in terms of Sales & Marketing PR a less obvious contributor to fashions continued impact on the environment is that of 'Fast Fashion'. Continued growth in the production and sale of cheap throw-away clothing consumes staggering amounts of both raw materials and non renewable resources with over-purchased and under-used items rapidly ending up in landfill or incinerators, further adding to emissions. Consider the following ...
The fashion industry is responsible for 10% of all greenhouse gas emissions, 1.2 billion tonnes every year.
It's also responsible for 20% of global waste water.
More than 2 tonnes of clothing is purchased every minute in the UK, more than any other country in Europe. 56 million tonnes is purchased globally every minute and this figure is expected to rise to 93 million tonnes by 2030 and 160 million tonnes by 2050.
Globally just 12% of material used for clothing ends up being recycled.
What goes in to producing an item of clothing is also truly eye-opening ! Using Denim as an example it's estimated that a pair of jeans requires ±1kg of cotton to produce. Ordinarily grown in dry environments this requires 7000 - 10,000 litres of water to produce – about 10 years drinking water for one person.
Factor in machinery, fertilisers/pesticides, transport, production, packaging, delivery, retail and eventual disposal and it's not difficult to see where jeans manufacturer Levis Strauss gets a carbon footprint figure of 33.4kg for a single pair of 501's.
As such, investing in high quality garments, wearing them more often and keeping them for longer is the not-so-secret strategy for reducing the carbon footprint of our clothing.
With all of this in mind we have chosen to offer a broad range of classic, fashionable and versatile basics made with a love of clean, classic design and fit, using only premium-quality textiles and finishes. Doing so ensures each and every garment will feel as good as it looks throughout it's extended lifespan ...
