THE SIMPLEST IDEAS ARE THE BEST:
It occured to us that if we couldn’t find top quality cycling gear, in proper manly man sizes, then probably, no one else could, so we took a bit of a punt and set up a sportswear brand which didn't just do 'usual sizes' but it also did bigger sizes.
WHAT'S IN A NAME:
By happy coincidence Fat Lad At The Back had been the nickname of founding Fat Lad and Lad In Charge, Richard for around 20 years – He had other nick-names but none of those are publishable and anyway, in Yorkshire, Fat Lad At The Back is a term of endearment and we think a pretty cool name for a sportswear brand.
BIGGER AND BETTER:
We didn’t just want to size up our gear, we wanted to redesign traditional garments so that they would properly fit and flatter the new ‘average’ size of cyclist. It took months to track down a manufacturer who understood that we wanted cyclewear which didn’t make the wearer look like a shrink wrapped chicken and who prepared to make the larger sizes and pattern changes we required.
The Fat Lad brand was created for Mr Averages, MAMIL’s with a 44” chest and a 38” waist but it quickly became apparent that there were bigger cyclists who needed something to wear too, so we introduced larger sizes. More and more Lads said to us, “as soon as I read it, I knew you were talking to me!” and a community started growing. The lads started sending us photos of themselves wearing their FLAB jersey’s and having fun on their bikes and posting funny and supportive comments on social media.
Then we met Geoff, at 23 stone he had already shed 15 stone, but our largest jersey didn’t go anywhere near him. Geoff’s story touched and inspired us, so we designed the Spare Tyre range, a collection specifically tailored for Geoff's shape and people like him.
HERE COME THE LASSES:
In no time, the lasses were saying “what about us?” so Co Founder and Boss Lady, Lynn, turned her attention to our women’s range. It was a touchy subject with the lasses – some loved Fat Lass, some hated it, but on the basis that we were sure you didn’t have to be a virgin to travel Virgin, we persevered and designed a completely female focussed range which took into consideration women’s curves, women’s comfort and which would flatter every size of shape of female rider.
Our cycle and sportswear now includes some of the most technically advanced fabrics and the finest components available, all of which is ethically made in europe, in factories we have visited and by people we know.
Core to our success have been our customers. They help us develop our product range, they fill our social media with comments, hilarious one-liners and great photos, they take part in our photoshoots, they come and ride our BIg Fat Bike Ride now known as the friendliest and most inclusive Sportive in the calendar, they come and chat to us at events and they generally keep us on the right path.
FLAB continues to grow (no pun intended) and in a short space of time it has genuinely become a people brands. Key to that is encouraging everyone to have fun and enjoy their sport. We don’t differentiate between old and young, lads and lasses, skinny and fat, beginners and pro’s.
How good you are or what you look like isn’t important, what’s in your heart, is!
Sticking with the simple theme, our values are pretty simple. We're serious about our sportswear but we don't take ourselves too seriously. We make top quality sportswear in all sizes because people of all sizes do sport.
In celebration of those of us who are fighting our flab for a fitter body, who have struggled up never ending hills, dropped off the back of the pack, been overtaken by those twice our age and half our weight, felt dejected, deflated and forlorn, we are the Fat Lads and Fat Lasses At The Back ... Join us and be proud!