The new Team DSM (formerly Team Sunweb) is launching an entirely new clothing brand, named after the team's philosophy of "Keep Challenging."

Keep Challenging Clothing is the result of know-how from the new name Team DSM, its new title sponsor, and a partnership with longtime clothing manufacturer BioRacer. [According to DSM R&D expert Piet Rooijakkers, the line will range from training jerseys, jackets, and shorts to race jerseys and time trial suits, with over 45 different products. Once the team kits are ready, replicas will be made available to the public, followed by a program to integrate the technology into the line of clothing sold to the public.

The work to get the entire series ready in time for January is already underway, and the team is looking to BioRacer, a long-time custom garment manufacturer, to leverage the brand's BioEfficiency, BioComfort, and BioRegulation technologies to ensure that the products are delivered within the required desired level of quality.

One of the main focuses of the new brand will be to utilize and showcase technologies created by Royal DSM, such as Dyneema material, which improves abrasion resistance in crashes, and Alunitel material, which helps regulate body temperature, incorporated into the clothing. Kraft, Team Sunweb's former kit supplier, was the first to use this Dyneema technology on the World Tour. Keep Challenging Clothing's goal is to integrate Dyneema material into more parts of their clothing items and increase the number of items in their overall product lineup to further increase safety and reduce recovery time for crashed riders.

"Thanks to the close cooperation between DSM and Bioracer, our new racewear will promote better performance," explains Narelle Neumann, scientific director of Team DSM. 'Thanks to the close cooperation between DSM and Bioracer, our new racewear will enable better performance. I am convinced that this is definitely a step towards a competitive edge."

Furthermore, as part of the team's new identity, Team DSM hopes that this new partnership will convince other teams, kit manufacturers, and ultimately the UCI that this technology will help improve the safety of racewear throughout the peloton We hope.

"Safety is our top priority and a value we share with our teams. Pioneering the use of the protective material Dyneema® in cycling apparel has allowed the team to reduce abrasion injuries." We are excited to continue this focus with Team DSM and further integrate cutting-edge technology into their racewear to improve both rider safety and performance."

According to the Rooijakkers, the benefits of having their own clothing brand include increased flexibility and the ability to continuously evolve the technology as the season progresses. While acknowledging the lack of custom sizing, Team DSM will be able to tailor their clothing to the event and rider's requirements, rather than being limited to two or three jerseys from a pre-defined range. Furthermore, once new aerodynamic efficiencies are achieved, the new and improved kits can be rolled out immediately, without having to wait for the next season.

The team has already shown off some of the new kits, along with the team's new Scott Addict RC race bike, which has been redesigned in color, while the 2020 season's kit was based on a white base color with two black "Keep Challenging" stripes, For the 2021 season, the base color will change to black and the stripes will be blue.