February 07, 2017

In June we had a chat with Red Bull about the reasons why we started Ciovita as well as the challenges and advantages of starting a cycling focused brand.

Tell us a bit more about your new venture?


CIOVITA is a combination of the Latin word ‘cio’ (to move) and the Italian word ‘vita’ (life) and means ‘life in motion’, which summarises the brand’s ethos.

The CIOVITA brand is focused solely on cycling. A major part of the business is custom designs for team wear (Club, Corporate, Stage Race, etc.). The business model includes free in-house design, competitive pricing, no minimum order numbers and a fast three-week turnaround, all selling points that are important in this competitive category.

Why have you chosen to enter the cycling apparel market? (A notoriously saturated market both with local and imported products)


We are not just another sportswear manufacturer; we are a cycling brand. We are not venturing into netball jerseys simply because we have the machinery to do it. We focus all our energy into cycling, and aim to build a truly credible brand, a brand that we intend to take to the global stage.

Yes, the market is saturated at certain levels, but cycling is a unique industry. It’s about relationships and having a good time with your customers, it’s not all about the profit. As soon as people realize you are trying to cut corners, they will leave your brand. We pride ourselves on being a nice bunch of people at CIOVITA; we are very approachable and we endeavor to give the most professional and customer-orientated service. Most of all we are all passionate about making the best product we can, this includes an ever-evolving product range as we receive athlete and customer feedback.

We have F(ride)days ride days, where we ride once a week and invite others to join us. We listen to what our customers tell us.

So, what is your take then on SA cycling market (and industry?)


CIOVITA is focusing on mid to high-level product. We have decided not to focus on price point commodity items, because at the bottom end of the market it’s only price that differentiates. We choose rather to build great product first and foremost; the result is a more premium price point, but we don’t sacrifice on fabrics or components. We believe that in the years to come people will talk about us as the brand that makes great product.

Are you doing road and MTB styles? Or focusing on one type of riding only?


The great part about being solely cycling focused, is that all our efforts go into making great cycling product. Currently the range is more focused to cross country/Trail MTB and road, but we are listening to what our customers are telling us. So you can expect the range to grow in in current disciplines and also add more enduro orientated Mountain Biking gear.


Subscribe
Sizing Chart

 

We want to ensure that every piece of kit from Ciovita feels like it was custom engineered for you. Consult the Size Guide below to help give your gear tailor-made fit.

 

Jerseys

Our Ciovita Men’s and Ladies jerseys come in three fit styles. Our Club Fit Jerseys, which feature a relaxed, easy fit for maximum comfort on everyday rides. Our Sports Fit Jerseys, which are commonly referred to as regular fits, and are tighter with elasticated back panels. And our Race Fit, which fits tightly to the body for extreme aerodynamics.


Please see the guide below for the recommended size with regard to chest measurements.

 

Race Fit

 

 

XS

S

M

L

XL

2XL

3XL

Men's

74cm - 80cm

80cm - 87cm

88cm - 94cm

95cm - 101cm

102cm - 108cm

109cm - 115cm

116cm - 122cm

Ladies

67cm - 73cm

74cm - 80cm

81cm - 87cm

88cm - 94cm

95cm - 101cm

102cm - 108cm

 

Sport Fit

 

XS

S

M

L

XL

2XL

3XL

Men's

79cm - 85cm

86cm - 92cm

9 3 cm - 99 cm

100cm - 106cm

107cm - 113cm

114cm - 120cm

121cm - 127cm

Ladies

70cm - 76cm

77cm - 83cm

84cm - 90cm

91cm - 97cm

98cm - 104cm

105cm - 111cm

Club Fit

 

 

XS

S

M

L

XL

2XL

3XL

Men's

79cm - 85cm

86cm - 92cm

9 3 cm - 99 cm

100cm - 106cm

107cm - 113cm

114cm - 120cm

121cm - 127cm

Ladies

70cm - 76cm

77cm - 83cm

84cm - 90cm

91cm - 97cm

98cm - 104cm

105cm - 111cm


Bibs and Shorts

Ciovita’s Shorts and Bib Shorts are designed to maximise comfort on the saddle. To ensure that yours fits correctly please refer to the hip measurements below. For the perfect fit take the measurement around the widest part of the buttocks.

 

 

 

XS

S

M

L

XL

2XL

3XL

Men's

83cm - 89cm

90cm - 96cm

9 7 cm - 103 cm

104cm - 110cm

111cm - 117cm

118cm - 124cm

125cm - 131cm

Ladies

80cm - 86cm

87cm - 93cm

94cm - 100cm

101cm - 107cm

108cm - 114cm

115cm - 121cm

 

Download a pdf version here

. ? or