For British riders, Spada is one of the most recognisable kit brands out there. In 2024, it celebrates its 30th anniversary, and that’ll also be one of its most significant years in existence, with its Midlands-based owner Feridax radically overhauling both Spada’s branding and its product line-up.
The well-known logo is gone, replaced with a new one featuring a sword in the middle of the letter ‘S’, referencing the origins of the name of the brand, as the Italian word for sword. ‘SPADA’ appears below in a new font, typed in capital letters.
To go with the rebrand, Spada has launched three new collections of clothing, into which all of its products will eventually fit. These see Spada move away from track-focused offerings to a more ‘lifestyle’-oriented space.
The first of these, City, is aimed at functionality, targeting riders of modest income who may use a bike as their only mode of transport. Secondly, Urban is a more casual range of kit - think classically styled leather jackets and the like - aimed at riders with a bit more money who ride for pleasure, while the third range, Explore, is for adventure-y types spending a lot on both bikes and gear and going off on lengthy tours.
There’s also a new three-tier ‘product hierarchy’ that decides the price and the fanciness of the materials used. Adding further sword references into the mix, these are Raw (entry-level), Forge (mid-range) and Edge (top-of-the-range).
Visordown went to Spada’s headquarters in Birmingham to get some hands-on experience with some of the range, and the products definitely feel like a big step up in design, quality and feel compared to what’s now referred to as the ‘legacy’ Spada products.
Regardless, Spada products will for the most part remain on the more affordable end of the spectrum, we’re assured - they’ll just look and feel better than before. At the forefront of the new pieces of kit is James Kent, whose CV includes stints at Ruroc sub-brand EngineHawk and Superdry.
“Just because it’s more of [an] entry-level price point, doesn’t mean it needs to look entry-level,” Kent told us. The change will be gradual, with some legacy products sold as is alongside the new lines with the original branding, and others offered with updated branding.
The new range can be explored on the Spada website now.
