{"id":41675,"date":"2022-09-30T00:00:00","date_gmt":"2022-09-29T22:00:00","guid":{"rendered":"https:\/\/c01.purpledshub.com\/cyclingplus\/?post_type=purple_issue&p=41675"},"modified":"2022-10-04T17:43:25","modified_gmt":"2022-10-04T15:43:25","slug":"northern-exposure","status":"publish","type":"post","link":"https:\/\/c01.purpledshub.com\/cyclingplus\/2022\/09\/30\/northern-exposure\/","title":{"rendered":"Northern Exposure"},"content":{"rendered":"\n
BRAND INSIGHT<\/span><\/h5>\n\n

Northern Exposure<\/h2>\n\n

With its 25th birthday celebrations ticked off, Altura is a brand that\u2019s refusing to stand still. We experience its local County Durham trails to test its new gravel-clothing range <\/p>\n\n

Words <\/strong>Matt Baird Images <\/strong>Joseph Branston<\/p>\n\n

\"\"<\/figure>\n\n

F<\/span>rom lush loch-side lanes in Scotland to the wide-open expanses of the American Midwest\u2019s gravel network and the lava fields of Lanza, the landscapes of the adventurous cyclist are epic playgrounds barely touched by modernity. And yet the out-oftown industrial estate also deserves its place in the annals of all-road adventures. Why? Because this is where the kit for exploring the world is often conceived, created and couriered to cyclists across the globe. <\/p>\n\n

We\u2019ve experienced these gargantuan warehouses stacked high with crates of carbon and caps, polyester and polycarbonate across Britain and beyond, often resembling the bicycling equivalents of that famous final scene from Raiders <\/em>of <\/em>the <\/em>Lost <\/em>Ark <\/em>(with elastane replacing the Ark). Beyond the roundabouts and loading bays, however, these identikit warehouses often disguise the innovation that\u2019s brewing within, as well as the inspirational and scenic testing grounds a track pump\u2019s throw away. <\/p>\n\n

Altura, I discover on a recent visit, fits this narrative, with its Darlington base in Country Durham flanked by the North York Moors to the southeast, the Yorkshire Dales to the southwest and the Pennines and Kielder Forest Park to the north. It\u2019s an adventurer\u2019s dream, and we\u2019re soon venturing out into the rolling countryside for one of Altura\u2019s regular lunchtime test rides. <\/p>\n\n

Apetitite for destruction <\/span><\/strong><\/h5>\n\n
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Altura gain insight from their array of realworld testers and social media followers <\/figcaption><\/figure><\/div>\n\n

Gravel bikes, and commercial manager Stuart Grieves\u2019 beefy new MTB ebike, are the order of the day, the multi-terrain 25km circuit witnessing us braving mighty puddles, farm tracks and grassy fields, with the quiet country lanes throwing in a couple of short but punchy climbs. It\u2019s this varied backdrop that has helped shape Altura\u2019s latest Gravel collections, running the full gamut of jerseys, shorts, jackets, gloves, socks, caps and more; as well as the frame bags, seatpacks, bar bags and accessories that form the Adventure collection.<\/span><\/p>\n\n

\u201cWe do a range of testing on materials in the lab, including colours, resistance, waterproofing and the DWR coatings for quantifiable results,\u201d says the head of Altura, Amy Spencer, aboard her gravel bike. \u201cAnd then we have our range of real-world testers both here and around Europe, from gravel and road riders to mountain bikers and commuters. The gravel fit is multiuse whereas road-based kit is really just cut for road.\u201d <\/p>\n\n

Like many at the brand, Amy cut her teeth working for the mountaineering clothing group Berghaus. This outdoor-adventure expertise is evident in the continued success of Altura\u2019s bad weather thwarting garments, with Spencer and the team acknowledging the demands of designing gravel wear that\u2019ll perform on all-day adventures, provide breathability, give comfort on- and off-the-bike in tricky terrain, and protect riders from the many possible climatic conditions. <\/p>\n\n

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Colour schemes are designed to work across the different ranges <\/figcaption><\/figure>\n\n

It\u2019s a tall order, and sees Altura\u2019s famous network of testers the length and breadth of Britain testing the kit to destruction. \u201cSimply, we ask them to try and destroy the kit!\u201d laughs Spencer. \u201cWe need to make sure that the testers aren\u2019t precious about breaking the garments, as we don\u2019t want them to only say that the kit is fantastic. That isn\u2019t much use to us.\u201d<\/span><\/p>\n\n

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Altura\u2019s products are tested in the real world as well as the lab <\/figcaption><\/figure>\n\n

\u201cWe have our range of real-world testers both here and around Europe, from gravel and road riders to mountain bikers and commuters\u201d <\/span><\/p>Amy Spencer Head of Altura<\/cite><\/blockquote>\n\n

Hitting new heights <\/span><\/strong><\/h5>\n\n

As well as looking forward, 2022 has been a year of reflection for Altura as it marks the brand\u2019s 25th anniversary since its launch in 1997. This is evident in the collection of vintage pieces of kit from past ranges that adorn the office, with luggage and race team jerseys taking us on a nostalgic journey of product design while simultaneously reminding us just how much technology has improved in recent times. Altura moved from Thirsk in North Yorkshire to Darlington in 2014 and Spencer\u2019s aim is to build a product museum for the brand out of all of the archived kit.<\/span><\/p>\n\n

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The brand\u2019s bikepacking bags are tough and weatherproof <\/figcaption><\/figure><\/div>\n\n

Back in 1997 \u2013 the 12 months that gave us Radiohead\u2019s \u2018OK Computer\u2019, Titanic <\/em>and last month\u2019s feature star Jan Ullrich as the Tour de France victor \u2013 founders Simon and Julie Ellison created Altura as part of the distribution company Zyro (today known as ZyroFisher following the acquisition of Fisher Outdoor Leisure in 2016), who now distribute over 50 cycling brands throughout the UK and Ireland, including the Cycling <\/em>Plus <\/em>regulars of Santini and Giro, nutrition brand Torq, light specialist CatEye and bikemaker BMC. <\/p>\n\n

\u201cAltura began life with the aim of establishing a range of products that had been absent from the UK market,\u201d says Spencer. \u201cZyro\u2019s independent retailers let the team know what was missing for their customers: reliable apparel, backpacks and panniers for the serious cyclist.\u201d <\/p>\n\n

Altura, which Google Translate informs me is Spanish for height, swiftly became known for the Nightvision reflective tech in its bike jackets, inspired by the hi-vis vests of construction workers, and before long a ubiquitous essential in the kit drawers of British cyclists. <\/p>\n\n

Altura\u2019s famously durable waterproof panniers came in 2000, along with the introduction of the waterproof material Pertex into its garments. Then, in 2008, it was ahead of many brands by at least a decade with the launch of its debut waterproof bikepacking bags, and we mustn\u2019t forget its Progel pads, which have been soothing many cyclists\u2019 bottoms since 2014. <\/p>\n\n

Altura 2.0 <\/span><\/strong><\/h5>\n\n

While all that\u2019s great, would you have called Altura kit exciting or fashionable? I\u2019d argue not, as rarely had I raved to my cycling friends about the latest release from the Altura catalogue, bar extolling the virtues of the waterproof seams and tear-resistant outer linings. And yet that outlook has shifted in recent times as, without neglecting the core Altura pillars of being affordable, durable, functional and versatile, it\u2019s become a brand that riders want to be seen wearing, as evidenced in both the surprisingly stylish current 1997-inspired tie-dye jersey designs, that started with Spencer experimenting in the bath with her son\u2019s bedsheets, to the more understated and subtle aesthetics of the new Gravel range.<\/span><\/p>\n\n

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Altura\u2019s latest clothing is designed for use off the bike too <\/figcaption><\/figure>\n\n

\u201cPlenty of people are saying \u2018This isn\u2019t the Altura I know\u2019 when they see the new designs,\u201d adds Spencer. \u201cWe have a vast network of social media followers who provide us with a wealth of data on who is using the kit, where, and in what contexts. These customers from all over Europe and the UK give us an insight into real riders and their own stories, with many of our users wearing their kit in everyday contexts away from being in the saddle.\u201d <\/p>\n\n

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Amy Spencer leads the lunchtime gravel loop <\/figcaption><\/figure><\/div>\n\n

That\u2019s not forgetting Altura\u2019s legendary band of real-world testers (with an age range from 15 to 81 and including around-the-world cyclist Mark Beaumont) tasked with pushing the kit to its very limits. \u201cPlenty of our pre-production testers will also use the kit away from purely riding a bike,\u201d adds Spencer, \u201cso we\u2019ll see them standing on the sidelines in the rain at football or even running half marathons in our leggings!\u201d<\/span><\/p>\n\n

\u201cWe wanted to create jackets for cycling that can also work off the bike for things like hiking\u201d <\/span><\/p>Amy Spencer Head of Altura<\/cite><\/blockquote>\n\n

The result is kit that works for the office, school runs, pub ventures and more in 2022, which is especially important in both the commuter and adventure ranges, the latter for bikepackers who aim to minimise the amount of kit they need to carry while also wanting something that\u2019ll look good as evening wear when carb-loading in the Royal Oak. <\/p>\n\n

\u201cYou can use these products on and off the bike, meaning that you can buy one jacket for multiple uses instead of one jacket for riding and one for going to work,\u201d believes Spencer. \u201cWe wanted to create jackets that have the tech and features for cycling but can work off the bike for things like hiking, making this both better for cyclists\u2019 pockets and for the environment.\u201d <\/p>\n\n

Another smart consideration is Altura\u2019s colour palette that remains consistent across the various ranges (including existing and previous ranges), ensuring that riders can match different garments together from across seasons, ranges and disciplines without the colours clashing. Once again, it\u2019s a commonsense ethos that\u2019ll also appeal to cyclists making considered choices in this era of austerity. <\/p>\n\n

Future focus <\/span><\/strong><\/h5>\n\n

That\u2019s the present sorted then, but what of the next 25 years for Altura? A major focus will be on helping the environment in which our adventures take place, with the brand switching to using reusable and recyclable poly bags, as well as natural clay to replace those swiftly binned little Silica pouches. <\/p>\n\n

Recycled content joined the product line in 2022 (including the brand\u2019s 100% recycled polyester jerseys), with a shift towards sustainable fabrics and using coating that\u2019s free from human-made PFC for their water-repellent clothes. Labels are top of the list on Altura\u2019s sustainability agenda, and the goal is to have 50% of sustainably-sourced content by 2025. <\/p>\n\n

\u201cOur first question with any new project is \u2018what are the sustainable options?\u2019,\u201d adds Spencer. \u201cAnd it\u2019s great that this environmental focus is being driven not just by us but also our customers and retailers. Hitting these goals should help us protect the cycling landscapes that we all love to ride in.\u201d <\/p>\n\n

<\/div>
\n

FACTS & FIGURES <\/strong><\/h4>\n\n\n\n

\u25cf 25 Years <\/strong> since Altura formed <\/span><\/p>\n\n\n\n

\u25cf 2008 <\/strong> Year Altura launched its debut waterproof bikepacking range <\/span><\/p>\n\n\n\n

\u25cf 50% <\/strong> Altura aims to have half of its products made with sustainablysourced content by 2025 <\/span><\/p>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"

With its 25th birthday celebrations ticked off, Altura is a brand that\u2019s refusing to stand still<\/p>\n","protected":false},"author":24,"featured_media":42131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","purple_page_number":"166","purple_custom_meta_purple_page_number":"166","purple_seq_number":"1","purple_custom_meta_purple_seq_number":"1","purple_source_article":"article_166-1.xml","purple_custom_meta_purple_source_article":"article_166-1.xml","purple_source_issue":"November-2022","purple_custom_meta_purple_source_issue":"November-2022","purple_external_id":"November-2022-166-1","purple_custom_meta_purple_external_id":"November-2022-166-1","purple_issue_code":"|0000111762||","purple_custom_meta_purple_issue_code":"|0000111762||","purple_android_product":"com.im.cyclingplus.398","purple_custom_meta_purple_android_product":"com.im.cyclingplus.398","purple_ios_product":"com.im.cyclingplus.398","purple_custom_meta_purple_ios_product":"com.im.cyclingplus.398","purple_web_product":"","purple_custom_meta_purple_web_product":"","purple_publication_id":"d6ad2395-23ab-4326-a10d-940b8b948490","purple_migrated":"","kt_blocks_editor_width":"","apple_news_api_created_at":"2022-09-29T16:22:25Z","apple_news_article-theme":"","apple_news_api_id":"5575f143-24f0-41a6-879b-eb5381acd0ae","apple_news_api_modified_at":"2022-10-04T15:43:33Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAABw==","apple_news_api_share_url":"https:\/\/apple.news\/AVXXxQyTwQaaHm-tTgazQrg","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":true,"apple_news_is_preview":true,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_article_theme":"","apple_news_sections":"[]"},"categories":[43],"tags":[14],"apple_news_notices":[],"featured_image_src":"https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited.jpg","author_info":{"display_name":"importmanagerhub@sprylab.com","author_link":"https:\/\/c01.purpledshub.com\/cyclingplus\/author\/importmanagerhubsprylab-com\/"},"acf":{"readingTimeMinutes":"9","apple_news_title":""},"uagb_featured_image_src":{"full":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited.jpg",1707,1439,false],"thumbnail":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited-150x150.jpg",150,150,true],"medium":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited-300x253.jpg",300,253,true],"medium_large":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited-768x647.jpg",768,647,true],"large":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited-1024x863.jpg",800,674,true],"1536x1536":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited-1536x1295.jpg",1536,1295,true],"2048x2048":["https:\/\/c01.purpledshub.com\/uploads\/sites\/43\/2022\/09\/0c50e718-28d6-4acd-b850-ae68cd2459aa-edited.jpg",1707,1439,false]},"uagb_author_info":{"display_name":"importmanagerhub@sprylab.com","author_link":"https:\/\/c01.purpledshub.com\/cyclingplus\/author\/importmanagerhubsprylab-com\/"},"uagb_comment_info":0,"uagb_excerpt":"With its 25th birthday celebrations ticked off, Altura is a brand that\u2019s refusing to stand still","_links":{"self":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/posts\/41675"}],"collection":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/comments?post=41675"}],"version-history":[{"count":6,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/posts\/41675\/revisions"}],"predecessor-version":[{"id":42349,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/posts\/41675\/revisions\/42349"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/media\/42131"}],"wp:attachment":[{"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/media?parent=41675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/categories?post=41675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/c01.purpledshub.com\/cyclingplus\/wp-json\/wp\/v2\/tags?post=41675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}