As a keen cyclist, Jo was always serially disappointed by the cycle clothes available to women and by the general difficulties faced by women who wish to ride more easily and more often. Growing tired of the ugly options that couldn't be worn off the bike and didn't care about sustainability, Jo decided to create her own range. Following extensive wearer trials and fittings, she developed Vaela, cycling jeans that are designed to work wonderfully while on the bike and look beautiful when off.