Outlier Range

Building on the success of Dylan Johnson's Jukebox 2023 kit, our design for Rule 28's 'Outlier' range translated a professional team aesthetic into a commercially viable product. While the original design was highly popular, market reach was restricted by specific sponsor branding. By removing sponsor commitments without compromising team kit look and feel, we created a wearable alternative that resonates with the broader cycling community, and has since has become the brand's bestselling jersey.