Take A Ride With: 

 Alexis Ring

Alexis Ring is an Alumni designer of the FiSF program 2018. Alexis cut her design teeth in the interior design industry after earning a BA in interior architecture and design. After spending eight years designing residential projects and special events, she fell into fashion design out of necessity.

In 2010, she took up cycling as a hobby, and it soon became a major part of her life. She was unpleasantly surprised by the lack of options for women’s cycling apparel. Subsequently, she began to dream up the idea of Lexi Miller as a solution. While so many other niches of active apparel had improved in recent years, cycling apparel still had too many pain points and this led to her cycling clothing brand.

We were really inspired by her blog post about solo riding and thought of how much we miss experiencing outdoor activities. Admiring her sophisticated design creating elevated outfit while riding your bike comes to a fascinating interview, including the story behind her brand, how she keeps on a healthy routine these days, and what inspires her. 

Designing cycling apparel requires vision and creativity. Making women feel beautiful, powerful, and feminine demands thinking outside the box. What leads your design process and inspiration?

I found that the biggest design flaw in cycling apparel was the lack of tailoring.  Everything seemed to be lazily adapted from the male form.  I took inspiration from fashion.  I looked at haute couture dresses and traced style lines, finding what made them drape over a woman’s form and translated that into my genre.

3. Being an entrepreneur has its difficulties, especially now, how do you practice healthy daily habits?

Fortunately I am already a highly habit-oriented person.  My mornings always start with a workout, either cycling or swimming (although not recently).  I teach a cycling class Tues/Thurs at 6 am so I can’t be late!  Monday, Wednesday and Friday I swim with a masters group.  Having a place to be really establishes the day.  And either I am coaching or being coached so there is that sense of accountability.  Since that routine is not in effect right now, I got a trainer and I have been doing Zwift workouts.  For those who might not know, Zwift is an online platform where riders from all over the world log on and do virtual rides.  It’s fun, challenging, and structured so it keeps my days starting off with a good burst of cardio.  I keep to my normal schedule by getting up at the same time, eating meals when I normally do, eating the same [relatively] healthy diet.  Even things like putting on makeup and drying my hair, when I know I wont see a soul, do a lot to make the day feel productive and ‘normal’.  

 1. What started as a hobby became a significant part of your life, tell us about your brand and how you fell in love with cycling and made your dream come to life?

I wasn’t much of an athlete growing up.  I discovered that I had a penchant for (or an ability to muster up) endurance when I trained for a half marathon.  I was 29, so that’s relatively late in life to dip into sports.  I found that running filled a space in my life which was already pleasantly full, making it complete.  I had my dream job at an interior design firm, and a goofy golden retriever.  I lost both of those things in 2009 and 2010 respectively.  Around the same time, I also lost my ability to run due to a chronic back injury.  Back in the gym I took spin classes because stationary biking was less jarring on my spine.  I enjoyed it, but missed the outdoors.  I thought about getting a road bike but the whole thing seemed intimidating: most cyclists seemed to be guys rolling in unwelcoming, too-fast-for-me packs, the equipment seemed more complex and expensive than I recalled from my last bike (at age 12?), and the apparel was heinous.

I quickly understood the technical necessities, as I tried to make do with my lululemon yoga tights and coordinating layers.  Cycling requires lightweight breathable fabrics, yes - padded shorts, and jerseys with pockets to carry everything you need to change a flat, your keys, food, etc. 

So I fished through bins and tore through racks looking for a pair of shorts that didn’t pinch my legs, or a jersey that didn’t scream “I’m a girl!” with its demure flowery print.I wanted to find something in line with other sports’ offerings: Nike, lululemon, athleta.  These brands spoke to me in that they didn’t depart that much from my everyday look: timeless, sophisticated, feminine.

On a ride one day with a fellow interior designer, I was lamenting the lack of good choices in women’s cycling apparel.  My friend Monica said, ‘Why don’t you make your own?’.  I said, ‘I have no idea where to start.’.  She introduced me to Jenn Hinton who started Carve Designs after she and her friend couldn't find board shorts that suited them.  Jenn also came from the interior design world and after meeting for lunch, I was armed with enough information to dig in to the process.  At least I had a rough roadmap.  

Slowly, I found the elements.  Textiles. A patternmaker. Trims. Labels.  A factory.  Once I had my first samples in hand, and they looked exactly as I had imagined them, and it became real.

4. As a small business you need to come with innovative solutions to remain profitable. If you could give our readers advice on how to manage their business during COVID-19, what would it be?

Look for what people need, and be authentic.  

I always write my email and ad copy, but I began to be more personal when all of this began.  How could anyone be above it?  We’re all experiencing the effects of COVID-19 in some way.  When it first began I felt a big sense of sadness.  Letting your customers know that you are a human, not just a business is important at this time.

People need inspiration, and fortunately my business inspires me and it is not difficult to create messaging that also carries that bent.

Frankly, with so many people out of work, furloughed, or just nervous about the future, they can use a discount.  We started offering 30% off a few weeks ago and will continue for at least a few more weeks.

5. We read on your latest blog post about how to ride your bike (alone), tell us about your go-to adventure track?

My absolute favorite ride starts in San Francisco, goes over the golden gate bridge, then winds through the towns of Sausalito and Mill Valley, ideally before most people are out and about.  After about 45 minutes of towns and stop signs, the climbing begins from the often foggy bottom of the mountain (Mount Tamalpais) to a spot we call Four Corners.  Then a left turn to descend down to Muir Beach, catching glances of the ocean around most winding turns.  From there, the climbing and descending and winding continues all the way along the coast to Stinson Beach.  There’s a cute market where cyclists can stop to grab coffee and snacks.  The ride can continue a number of ways back up the mountain, but my preferred way home is to retrace my way along Highway 1, hugging the gorgeous Pacific coastline back to the city.

6. How did the fashion incubator help you grow your business and evolve?

Friends and family are great cheerleaders.  They love you so they’ll give you all the positive affirmations you need.  Having a mentor whose job is not to just bolster your self-esteem, but to point out (nicely, of course) your shortcomings is immensely helpful.

thank you Alexis!

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