Echo Park designer rides the biking boom

Web and graphic designer Jen Diamond is an avid cyclist. The Echo Park resident, whose studio and home is located on Glendale Boulevard near Alvarado Street, has now combined her design skills and interest in biking into a clothing line for women riders. Her company, Shifty, is included in a story in today’s L.A. Times’ about entrepreneurs who are taking advantage of the growing interest in urban cycling. Says the Times article:

“Shifty founder Jen Diamond of Echo Park makes a line of clothing for women that includes stretchy dresses and halter-style tops with reflective ribbon ties and belts. It’s a contrast to the tight, logo-emblazoned jerseys worn for serious fitness training. “You don’t have to change out of your bike jersey to feel comfortable in a restaurant,” said Diamond, who has no employees but collaborates on designs with two friends. Her tops sell for $65 online as well as at the Flying Pigeon and Orange 20 Bikes in Los Angeles.”

Diamond, who designs and makes the clothing as well, promotes her apparel as “flirty bike fashion.”  Diamond  is considering opening up her studio once a month to sell directly to public,  she told The Eastsider.

Photo from Shifty


  1. Who wears these awful looking designs? And who can afford to pay $65.00 per item? Just wondering.

  2. lol, I’m sure you’re really “wondering” about this.

  3. Im sorry but i’d rather wear champion sweats from target and a beat up t shirt to ride my bike.

    its a great idea, but a little too technicolor and “off”

  4. Those clothes and the digital rendering looks creepy. Please don’t create a men’s line.

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