Outline of the word 'NU-VEL' in black and white.

Combining high-tech materials with modern aesthetics to create the future of urban cycling clothing.

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Problem

Most cycling brands prioritize function over fashion

City cyclists face three bad choices: normal clothes (uncomfortable), Lycra (impractical), or current “urban” wear (unstylish)

Limited options force riders to compromise on style, spontaneity, or comfort

Solution

Fashion-led cycling apparel that combines technical performance with street-ready aesthetics

Breathable, anti-odor, water-repellent, and stretch materials designed for commuters

Allows cyclists to go from saddle to social without needing to change

A woman standing on a wooden floor next to a large smartphone screen showing her full body with blue motion capture points; three 3D female models are in front of the phone, one gray and two blue.
A woman trying on a blue textured dress using a virtual fitting app on a tablet. The app displays a 3D model of the dress and a QR code. The scene shows her viewing her reflection in a mirror, with wooden flooring and large windows in the background.

Meet the Founder

Matt is the Founder of the company, bringing over 8 years of startup experience and a passion for cycling that inspires his vision. Backed by a lean team with strong expertise in influencer and digital marketing, he’s focused on building impactful, community-driven brand experiences.

A man with a beard and styled hair smiling, wearing a light-colored suit with a tie, in front of a brick wall.
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Matt Boulton