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What started out as a newfound hobby during the pandemic turned into a business for cycling enthusiast, Georgienne Lee. And to think, she couldn’t even cycle prior to COVID-19. In fact, it was a desire to learn something new that got the former hospitality consultant to try cycling when gyms were closed due to restrictions.

“I rented a SG Bike (a local bicycle-sharing platform) and learnt how to cycle.” Lee added that cycling opened a whole new world, changing her lifestyle drastically. “I loved being able to go to places that I would otherwise have never gone to without a bicycle, and that inexplicable feeling of breathing in fresh air as I pedal along the road at 5am with no one around me.



It’s just wildly calming and a huge stress reliever.” THE INSPIRATION BEHIND JOURN Bitten by the cycling bug, Lee decided to start her own cycling brand. Journ is different because “we look outside of the cycling world”, said Lee.

Besides apparel, the brand also offers lifestyle items – tote bags, caps and even drip coffee, that can be enjoyed by all, including non-cyclists. “These items are inspired from the world of cycling and adapted to cater to non-cyclists; it’s a love letter from me as a cyclist to the world beyond cycling.” A BRAND BUILT ON THE CYCLING COMMUNITY The entire process from ideation to launch took about three years with a lot of trial and error, said Lee.

She started searching for suppliers on Alibaba but soon realised that she couldn’t get th.

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