Probably best known for their legendary bib shorts, Assos clothing may never have come into being if it wasn’t for an interesting discovery made by founder of the brand Toni Maier back in 1976. Maier had created a carbon road bike (claimed to be the first), but in wind tunnel testing quickly discovered that what the rider was wearing had a far bigger impact on aerodynamics than the bike itself. From this moment on he changed his focus to clothing (although developing bike technology still remained an interest) and not long after Assos was born.
Since those early days Assos has had many notable moments, including making the first skinsuit and the first lycra shorts*, and being the driving force behind the pro peleton ditching wool and acrylic shorts in favour of lycra in the late 1970s. The brand has continued to innovate and strive for perfection, and today is as renowned for its innovation and attention to detail as it ever was. Assos is a family business based in Switzerland and all their kit is made in Europe.
*Although Maurizio Castelli has made this same claim about lycra shorts