From Paris to performance wear

Ed Cowburn and Pete Kelsey met in 2006 on Action’s London to Paris bike ride and quickly formed a great friendship, a friendship that led to the formation of a business, Milltag Cycling Limited, creating bespoke performance cycle clothing for every level of road cyclists - from weekend warriors to the pro peloton.

Although 2020 was a year for many of us to forget, it was a cause for celebration for Ed and Pete as it marked their 10th anniversary in business. We caught up with Ed to find out how it's all been going, and what the plans are for the next 10 years.

Well, firstly gents, huge congrats on your recent anniversary. After meeting on the London to Paris ride in 2006, did you think you’d be here 10 years later?

You always know you can create something that chimes with people enough that it has longevity. We’re still learning and coming up with new ideas. Fingers crossed this is only the first 10 years.

What has been the highlight from the past 10 years?

There are so many, we've actually produced a blog about them, from designing kit for some of our favourite bands like Pixies and Wedding Present to making World Champion kit for Laura Kenny (nee. Trott). But probably the one I'm most proud of was being the official kit sponsor for the first two years of Tour de Yorkshire, particularly as a Yorkshireman myself.

For those who may not have come across your brand yet, tell us a little about Milltag and what inspired you both to set up the business?

Milltag was started in 2010 by Pete and I as a response to not being able to find any jerseys that weren’t boring, generic and uninspiring. Production began with our own limited edition jerseys and collaborations with leading artists and designers from around the world. In 2011, due to demand from customers, Milltag expanded to make custom kit and have created and sold thousands of designs all over the world: from collaborations with artists including INSA and Rich Mitch; to classic bands like Pixies and Ride; from cycling projects including Herne Hill Velodrome and the Revolution Series; to international companies such as Eurosport and the BBC, not to mention plenty of clubs, events companies, charities, and of course our own designs.

Our products are also race proven at the highest levels as the official racewear suppliers for the Tour de Yorkshire and Tour of Oman. We have also supplied UK professional women’s team Matrix Pro Cycling for four years whose ranks included World and Olympic Champions Laura Kenny and Elinor Barker.

We believe that cycling, whilst being the toughest sport, should be enjoyed. That for every grimace on an ascent, there is delight in a descent and that well-earned beer at the end of a hard day in the saddle.

Looking back at your meeting, can you tell us what was so special about Action’s London to Paris bike ride? And what would you say to anyone considering signing up? 

I guess in our case it was very special as without it we would not have met and thus created Milltag! 

I’d recommend it to anyone who wants a challenge and to meet like-minded people. Don’t be worried that you won’t be able to do it, there’s always someone feeling the same way and at your level. Plus, you are doing it for an incredible cause.

Can you recall how you both first found out about Action Medical Research?

Just looking for a challenge and as new but passionate cycling fans, the bonus of getting into Paris to see the end of the Tour de France was the icing on the cake!

Tell us a little about your cycling backgrounds? What is your best experience, or greatest achievement in the saddle?

Speaking for myself, I’ve ridden twice in the Alps and that takes some beating as you ride the same roads as the legends of the sport, but much slower!

I always say Pete now rides for the whole company, since that first big ride he’s ridden many Audax events including Paris-Brest-Paris and London-Edinburgh-London. He’s even been to Colombia for Milltag and ridden the world's longest climb at Letras.

Where is your favourite place to ride?

Anywhere, riding is always good!

Who are your cycling heroes?

Wiggo and Cav probably. They helped cycling explode in the UK.

What bike do you ride?

I ride a fixed gear to commute (when we could go to work!) and a Trek Domane at weekends.

Finally, what do the next 10 years have in store for Milltag?

More of the same, I hope. With so many more people finding the joys of cycling during lockdown, hopefully we can provide them with kit that speaks to them as they look to increase their time in the saddle.