Presca hires award-winning Creative Director Lily Rice

Cycling clothing label Presca has appointed Lily Rice as its first Creative Director, a move that the brand says will mark a shift in creative direction.

Rice, who held roles at MAS and Umbro before launching her own award-winning athleisure brand, will be based remotely in Scotland and will be responsible for all creative aspects of the Presca brand.

Rice was the designer of the Independent newspaper’s “best sustainable running clothes for 2021” overall winner and short listed at the WGSN Global Fashion Awards in the active category.

Prior to her appointment, she graduated from Central Saint Martins & Falmouth University before being selected for Draper magazines 30 under 30.

The Presca label offers both B2B and B2C avenues for its products which the founders have designed around the idea of sustainability in sourcing and life cycle. Having already launched a repair and take back scheme the brand will now look to increase its industry influence and in the process has begun manufacturing in the UK. Bike shops can contact Presca about an account by email here.

Utilising the knowledge of founder Rob Webbon, the brand is making claims to being the first “climate positive” sportswear company. Presca has already dressed Olympians and World Champions.

The label said of Rice’s appointment: “We’ll carrying through the aim to make sportswear better in every way and ultimately looking to do 100% good. Lily’s work will also mark a noticeable shift in the creative direction”.

Presca told CI.N the business is currently finalising a round of investment to elevate the brand further in the cycling, running and triathlon spaces.

Rob Webbon will soon pen an educational series on sustainability and product life cycles to feature within CyclingIndustry.News’ print and online platforms. If you are in the bike business you can register for a free of charge copy here. (Print UK only)