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New cycling range caters for ‘larger’ men. It’s a pretty good idea, as cycling clothing is traditionally slim fitting, for slim people. We’re not too sure about the tongue-in-cheek branding though. Typically Yorkshire, ‘Fat Lad At The Back’ doesn’t hide anything or ashamed of where it’s from Look at the website and you’re greeted to a photo with the big tagline “Top quality cycling clobber” – it’s certainly no Rapha.

Irony only works if it’s actually ironic, ‘fat lad at the back’ will more than likely er, end up at the back…

“We’re absolutely embracing everybody who is not a skinny whippet,” said Bye. “If somebody who has got a little bit around their middle you can’t buy cycling clothing to fit you properly.”

Most of the items are black. “Black’s a key feature, because it’s the best slimming colour,” said Bye. “The garments are all about making the wearer feel comfortable in themselves as much about be comfortable in the clothes and are not out there like a shrink-wrapped chicken.”

Let’s be honest here, the brand is gimmick.¬†Apparently, the average waist size is 38 in the UK, so anything that encourages people to stop gorging themselves and get out on their bike is a good thing we suppose…

fatladattheback.com