Specialized Shutters pioneering brand for women’s clothing – Canadian Cycling Magazine
Specialized discontinues pioneering womenswear brand, Machine For Freedom. Founded by Jenn Kriske in 2013, MFF has built a strong following for promoting a more inclusive vision of the cycling community for women.
MFF was one of the first brands to seriously develop women’s motorcycle gear beyond the traditional, race-focused sizing of most clothing lines. In the years since, other brands have broadened their lines to follow the example of Machined For Freedom.
The California-based boutique clothing brand was purchased by Specialized in 2018. In its fifth year of partnership, global cycling brand MFF is now set to disband. The news was met with an outpouring of support from riders and other women’s apparel brands who have followed MFF’s tire tracks.
The end of Machines For Freedom is the latest in a series of major changes for Specialized. Specialized also announced significant layoffs earlier this year and shut down most of its long-running ambassador program.
MFF founder Jenn Kriske posted this message to the brand’s community on Instagram:
“It is with a heavy heart that I make this announcement. After eight incredible years, the difficult decision was made to close the Machines For Freedom brand.
I am immensely grateful for everything this brand and community has accomplished in that time. Our influence in the industry is undeniable, and our industry-leading fit process has changed the game for female riders of all shapes and sizes. While the brand will no longer exist, the community – and what we have built together – will. What we’ve built is bigger than any brand or company, and I’m eternally grateful to be a part of it.
Machines For Freedom is bigger than bicycles.
always will be.”
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