the NEVERENDING QUEST
Black Friday. Cyber Monday. Christmas sales. January sales. Winter brings with it a level of consumption that outpaces anything you see throughout the rest of the year, but that churn never really stops. In the performance sportswear industry, you tend to see it with brands launching new ranges with impressive frequency.
But for all the advancements in performance and choice, every new range also encourages new purchases and the discarding of existing garments. This is an issue, as many garments take resources from the environment, generate a carbon footprint and result in waste. Of course, many brands are trying to become more sustainable, but many are stuck in that status quo.
British brand Presca is still in its infancy, but it’s already showing how things can be different. The company started in 2014 as a part-time project creating custom kit for corporations, clubs and charities, before ramping up in 2016, going full-time in 2018 and becoming a fully-fledged consumer brand in 2020. It now sells a range of cycling, running and triathlon kit, including jerseys, bib shorts and a tri-suit.
Rob Weddon was one of the men responsible for starting the brand and he’s the one that now sits at the helm as the company’s CEO. After studying environmental science in Bristol,
