Yorkshire cyclewear brand collaborates with Britpop legends Blur for world tour

Starting with Parklife, it will work through the back catalogue of designs putting the Paria spin on the Blur style.

Mr Morgan said: "As someone who grew up through the Britpop period and was firmly in the Blur camp, I'm stoked to collaborate with the indie stalwarts and bring their stand out artwork to life on our kit."

Paria’s designs for cycling jerseys, bib shorts, jackets, gilets and more combine urban influences with what the brand describes as “the grit and fervour of the Yorkshire countryside”, adding: “We aim to design apparel that delivers exceptional performance and looks great, without ever compromising on technical ability or durability.”

Last month, Mr Morgan, who founded the business in 2019, was looking for investment to futureproof the business.

He set up a crowdfunding page with a target of £250,000, which he reached in three hours. Donations via Seedrs are still coming in and the total is now more than £312,000.

Future plans include expanding the direct-to-consumer market and adding to the brand’s bricks and mortar presence.

Its products are currently stocked in 17 stores, predominantly across the north of England and the Midlands. It also distributes to Columbia and France.

The funds will also work towards increasing growth in key international territories including the USA, Germany, Japan, Australia, South America and Europe. It plans to work with select distribution partners to drive physical retail presence.

Mr Morgan said: “We know that Paria has a following of very loyal fans and that we have a hugely unique business and strong USP, however even we didn’t expect such an amazing response to the crowdfunding campaign.

"We’re beyond thrilled with how things turned out and myself and my team can’t wait to start putting the funds to good use and getting a return for all the investors – who we would like to say an enormous thank you to.”

Over the last four years the brand has teamed up with artists, designers and illustrators for a number of bold collaborations. Through these partnerships it aims to create something inspiring that promotes a friendly and inclusive attitude to cycling.

Product development and design is done in-house in Leeds and manufacture is predominantly in Europe and UK, sold through the Paria website, supplied from its Leeds warehouse. It employs three staff.

The brand has recently expanded its range of casual “off-the-bike” clothing and accessories, with hoodies, T-shirts and tote bags featuring slogans such as Choose Bike, Push Bikes Not Drugs, and Ey Up.