SergaSerga

Prague’s Dagmar and Eliska Mertova, founders of clothing brand SegraSegra, which literally means Sister Sister in Czech, have come up with an ingenious way of dressing for the modern urban women. Their design concept uses recycled bicycle inner tubes to embellish and strengthen their fantastic collection of T-shirts, jackets, jeans and windbreakers amongst other things.

The idea behind the collection is that the clothes are perfectly built taking in the modern woman’s lifestyle in mind, the clothes are designed to take you seamlessly from the office to the bar and home again at the end of the day. The clothes are beautifully designed and fashion forward but they have a cool unique concept that also allows the clothes to be fantastically durable and hardy at the same time!

Each piece from the collection is adorned with inner tubes and reflective lights creating items that really are perfect for day to night transition, the sisters aim is to incorporate visibility without being gaudy or over the top. In case you haven’t guessed yet through the use of materials the clothes are made with cyclists in mind although in our opinion you don’t need to own a bike to rock these clothes.

Dagmar and Eliska were originally drawn to rubber inner tubes due to its similarity to leather which is more commonly used in apparel despite the fact that it is a much more expensive material.  The sisters quickly realised that not only is rubber vastly cheaper but it is also better when it came to washing, ironing and the elements which truly makes it ideal when it comes to using it for clothing.

The usual cycling gear that you can pick up at Sports Direct is usually overpriced and would definitely not be considered fashion forward, so if you’re looking to step up your cycling apparel then Segrasegra is definitely worth checking out.

Inner tube hoodies come in at around 90 euros and embellished tees are around 35 euros! Check them out for yourself! - http://www.segrasegra.cz/