Prime Apparel

Prime cycling apparel enhances the ride experience with product that is refined—every detail considered for performance and elegant style. The product is built inside out for comfort and function that elevates your ride. From the fit to the fabrics to every tiny detail, the Prime Collection is considered, balanced, refined, and timeless.

Making the best bikes in the world isn’t something we strive for, it’s a habit. Generations of research and testing from the top of the podium to the city streets make a Specialized bicycle the best option, bar none. City bikes, road bikes, mountain bikes, electric bikes… every bike has poured into it every ounce of research, every technological advancement, every materials leap of the 50 years Specialized. It all comes together under your feet, where your tyres meet the dirt, the gravel, the tarmac. The difference is obvious. It’s a feeling, it’s a personal best, it’s a thrill, it’s expectations shattered and rebuilt. It’s bikes made with a passion for the ride. Made for Riders, by Riders.