Published in Women's Health Law Weekly, August 3rd, 2008
Borrowing from Europeans, studies suggest that more Americans will be leaving their cars in the garage and biking more not only for pleasure, but even to work. Concurrent with this movement, though, these consumers are seeking biking apparel that is appropriate to wear in other venues -- whether the office or a restaurant -- so as to avoid changing once they reach their destination.
Gramicci, always ahead of the trend, recognized this emerging market. "As more people are biking, they...
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