Soudal Quick-Step and AG Insurance - Soudal are partnering with the renowned Belgian clothing brand JBC, which will provide the teams' riders and staff with stylish and durable off-bike casual wear.
JBC’s story began in 1975, when former professional cyclist Jean-Baptiste Claes gave his initials to the first JBC store in Schulen. Over the years, the fashion retailer grew into a leading family-run business with a strong commitment to all families. In 1985, Jean’s children, Bart and Ann, joined the company, and since 2003, they have co-led JBC as one of Belgium’s largest clothing retailers. Proud of its Belgian heritage, JBC strongly believes in local anchoring and actively supports local talent.
This makes them the perfect partner for our teams, who rely on high-quality clothing to withstand the demands of a long cycling season while remaining contemporary and fashionable. Now, you can dress like your favorite riders, as the JBC team collection is available for pre-order on our new and improved webshop.
Bart Claes, CEO of JBC, on the partnership: “Cycling is in our blood, as is supporting local talent. A collaboration with one of the most successful cycling teams feels like a natural fit. With this collection, we also pay tribute to my father, Jean-Baptiste Claes, who began the JBC journey exactly 50 years ago.”
Photo credit: ©Wout Beel
