A bead of sweat rolled down my temple as I lowered my head and let out a small grunt. I'd ridden this trail before and knew the steep section ahead would put up a worthy fight. Midway through the daunting climb, I nearly lost momentum and quickly shifted gears, which allowed me to find the steady rhythm needed to tackle the remainder of the ascent. I had a hard time deciding if I secretly enjoyed the challenge, or just wanted it to be over so I could fly down the descent.
As I crested the stubborn hill, a multi-horizoned view opened up in front of me. It was a welcome distraction from the fire that had ignited inside my quads. I stepped off my steed for a moment of guilty pleasure. Seated in a small clearing, taking in my surroundings, I enjoyed the quiet part of a ride most gear companies don't account for.
A Different Kind of Brand
The cycling industry has a way of looking for reasons to replace something that already works just fine. A lot of apparel is built to stand out on a showroom rack but doesn't fix a problem that actually exists. Velocio has taken a different approach. Their process questions assumptions rather than building on them.
"When we started, there were two things we felt were missing," Velocio's co-founder, Brad Sheehan, told me. "One was a more inclusive culture. The other was a real focus on high-quality, performance-driven apparel for women. At the time, this didn't really exist at the level we thought it should."
His answer is straightforward, but points to a deeper shift in perspective. Rather than trying to improve what was already there, Velocio focused on areas the industry had largely overlooked.
Asked when that direction became clear, Sheehan answered, "The beginning. We were more focused on challenging norms, questioning whether we could do something differently and if in doing so, we could improve the experience of riding. If the answer to that question was yes, we went for it, regardless of how hard it might be."
Doing Less, Better
That mindset shaped how the brand operates, especially in a category that tends to move quickly and produce often. Velocio has taken a more measured path, placing value on restraint and intention.
"The concept of doing fewer, high-quality things was born in part out of necessity, and part aesthetic and philosophy," Sheehan says. "We were a small startup with limited resources, so we needed to be thoughtful about what we had the capacity to do. But we also knew we didn't want to compromise on quality. So we really got good at saying no, and fully committing when we said yes."
That discipline extends beyond product. It influences how every decision is made, from selecting materials to choosing manufacturing partners.
"We consider what styles are going to have the greatest impact," he says. "The ones that have the ability to shift experience, to challenge what's currently available, and the potential to redefine categories."
The Process Behind the Product
Each product begins with a problem, something that needs to be improved or reconsidered, and moves through a well-cadenced sequence of development.
"The ideation process starts with the problem we're trying to solve," Sheehan said. "We're considering whether we need to improve upon something we've already created, or whether a completely clean slate is the best approach. From there it's working with our suppliers to find the best possible materials and then moving it through development, prototyping, and testing with our internal team and sponsored athletes."
Even though a product reaches the market, the process hasn't ended.
"We continue to test product well after go-live to ensure its longevity meets our standard for durability," he said. "We continually iterate on those ideas and products season over season with the goal of taking what we learn and evolving product forward. It's a process that's constantly moving."
That constant movement includes failure, something Sheehan speaks about openly.
"Things fail all the time," he said. "What matters is what you can make from those failures. It forces you to challenge what you're doing, why you're doing it, and ultimately whether something is valid or not."
Ideas get tested, broken down, then rebuilt. Failure, in his view, is part of moving the process forward. Some products don't survive, but end up contributing to what comes next.
"Yeah, there are instances where projects are duds," he said. "But usually they are part of a timeline that leads to something special."
Substance Over Noise
That timeline is intentionally slow. Products are put through testing, revision, and retesting until they are no longer just concepts but something that can survive repeated use. It's an approach that has led to a deep connection with Velocio loyalists.
"We try to keep it real," Sheehan said. "We're about substance. I think people appreciate that."
As I soak in the view from my hilltop perch, Sheehan's philosophy takes on a deeper meaning. The struggle of the climb exposed my attention to detail and pacing, hiding nothing. Now it was time to reset, and test myself on the descent.
I threw my leg over the top tube and took a deep breath. With a few aggressive strokes of the crank, I was off. Gravity quickly took hold and I accelerated towards a loose section of trail that had my rear tire spitting pebbles off its worn knobs. Dark evergreen trees blurred by and an eroding berm put me off balance. With some minor skidding I recovered and took on the next few corners.
I had made up my mind, the downhill was definitely more fun. But it was the work before that, during the grind of the climb, where things were put to the greatest test.
Velocio × RUX
Velocio and RUX recently collaborated on a custom 30L Waterproof Tote Bag designed to complement Velocio's Spring and Summer lineup. Built with the same intention and quality that defines everything Velocio makes, it's the perfect companion for wherever your ride takes you.
