Portland-based Showers Pass Inc. sells high-end bicycling gear through about 400 retailers in the U.S. and Canada.
Just a few years ago, the company was close to folding. Now, it is placing ads in the next six issues of Bicycling magazine.
[Co-president Ed] Dalton says Showers Pass distinguishes itself from competitors with garment details typically found on high-tech mountaineering shells: waterproof fabrics that are breathable and packable, more vents with seam-sealed zippers, and better overall fits.
Showers Pass products join an emerging trend from several makers that are aesthetically pleasing, helping move from styling that "when you dressed like a cyclist, you were dressed like a Martian," said Bill Strickland, editor at large for Bicycling magazine.
Read more at OregonLive.com.