How TICCC Built an Iconic Brand That Lasts: Lessons in Sustainable Growth and Vibe Marketing

Ten Years. Still Built to Last: What TICCC Can Teach Us About Modern Brand Resilience

Last weekend, I had the privilege of attending the TICCC Ride & Dine at the iconic King’s College, Cambridge. The ride was cancelled due to rain — but what we got instead was far more valuable: fine dining, great conversation, and a candid Q&A with TICCC founders Andy and Daf.

The result? A rare glimpse into how a cycling brand has not only survived the past decade — but evolved and thrived.

When Brands Falter

The cycling industry has faced major shake-ups in recent years:

• Wiggle, once a dominant online retailer, collapsed into administration in 2023.

• CHPT3, David Millar’s premium apparel line, entered liquidation — though it’s now being relaunched under new ownership via Factor Bikes.

• Even Rapha, still operational, has been posting significant losses in recent financial statements.

TICCC, in contrast, has done something rare: they’ve grown steadily and stayed true to themselves.

Brand Evolution Without Dilution

TICCC’s kit is recognisable from a distance — bold stripes, clean lines, and a minimalist, technical aesthetic. But that doesn’t mean they’ve stood still.

They’ve adapted over time, evolving designs and materials in step with rider needs — while never compromising performance or quality.

Compare that with what happens when brands chase growth at all costs:

• Lower material quality leads to more returns and lower lifetime value

• Trend-chasing products lose their identity — and stop serving their original purpose

• Fast scaling alienates early adopters and dilutes community trust

TICCC has avoided every one of these traps — by sticking to a simple but powerful principle:

Know what you do. Know who you do it for. And never forget why you started.

The Power of a North Star

That clarity is their strength.

They haven’t scaled recklessly. They haven’t compromised for margins. They haven’t handed their brand voice over to influencers promoting the “next best thing” every six months.

Instead, they’ve done this:

• Let real customers be the story — through authentic user-generated content

• Prioritised loyalty and repeat business, not leaky funnels

• Embedded sustainability into everything — product, production, and growth model

It’s what happens when you build with intention, not interruption.

This Is Vibe Marketing In Practice

At Vibe MKTG, we define vibe marketing as:

Brand clarity + customer obsession + long-term value over short-term noise.

And TICCC delivers across every layer:

• Built on consistency, not campaigns

• Grown through community, not conversion hacks

• Driven by product truth, not performance theatre

Their ride may have been cancelled. But their brand?
Still rolling strong. Still built to last.

What Modern Brands Can Learn

If you're building (or rebuilding) a brand in 2025, especially in a niche or enthusiast-driven market:

• Stay close to your customer — real feedback over influencer noise

• Grow sustainably — short-term revenue isn't worth long-term erosion

• Protect product integrity — quality drives trust, retention and advocacy

• Stand for something — it’s what turns buyers into believers

Want to build your brand?

At Vibe MKTG, we help purpose-driven brands stay relevant, resilient, and revenue-generating.
Let’s talk about how you can grow with clarity — and no fluff.

FAQs

Q: Is TICCC still operating?
Yes — and thriving. TICCC is a UK-based cycling apparel brand that continues to grow steadily while maintaining its identity and technical product quality.

Q: What happened to CHPT3?
CHPT3 entered liquidation in 2024. It has since been acquired and is being relaunched under new ownership by Factor Bikes.

Q: What is vibe marketing?
Vibe marketing is a strategic approach focused on brand clarity, deep customer connection, and long-term value creation — not gimmicks or growth hacks. It’s about knowing who you are, who you serve, and why you exist.

Q: Why did Wiggle fail?
Wiggle collapsed into administration in 2023, largely due to overexpansion, market saturation, and declining profitability across the cycling industry.

Q: What makes TICCC different?
TICCC combines technical excellence, consistent brand identity, sustainability, and customer-first storytelling. They don’t chase hype — they build loyalty.