Cycology | The Reactor

Style in Motion

Our latest campaign titled “Style in Motion,” trades the glossy, high-performance clichés of cycling ads for something far more relatable: the moments that truly define a ride. From that first pre-dawn pedal stroke to the post-ride flat white, and yes, even the inevitable “bush wee,” it’s a love letter to the rituals, friendships, and small indignities that make cycling what it is.

Authenticity at the heart

Shot by Tim Swallow with an authentic, documentary-style lens, the campaign captures the rhythm and camaraderie of the sport: early morning prep, shared laughs mid-ride, and the ritual coffee debrief that follows. It’s a reminder that performance isn’t always about watts and KOMs - it’s about connection, expression, and the joy of the journey.

Creative Expression

Every piece in the collection is hand-designed by founder and artist Sarina Tomchin, whose intricate, expressive artwork transforms technical cycling gear into wearable art. Her designs tell stories from the road - the freedom, the solitude, the shared madness - giving each garment its own soul and story.