Like most female mountain bikers, Jennifer Steketee once thought to herself ‘I wish there were better clothes out there for me’. But unlike most of us, she went out and did something about it. In 2004 the former vet created Harlot, a label with a new approach to women’s riding gear. The motto is “Ride bikes, be fabulous”. And their design brief? “No shiny lycra, no bulky pads. No pink butterflies, no neon anything. Just simple lines and style that let you get on with your sport.” It’s worked so well it’s no longer just for women – guys too get to share the Harlot attitude with some threads of their own.
While the brand and image is fresh, the name is a nod to cycling history. You can read more about that here, including quotes like “let me tell you what I think of bicycling. I think it has done more to emancipate women than any single other thing in the world” from Susan B. Anthony. You might have seen the Harlot star on riders near you already – the red star logo is easy to spot once you know what it symbolizes.
Read on for insights into how Jennifer set up Harlot, what the brand is about, and the only question we’ve asked anyone about liking beaver…
Hey Jennifer. First up, tell us about your riding – what bikes do you have in your garage (or lounge) at the moment? And what are your favorite kind of trails?
I’m currently riding a Yeti 575 (mountain) and a Cinelli Aliante (road). I love lift or shuttle riding for pure fun, but I spend most of my time riding all mountain. We have a ton of lovely varied single track around here (Santa Fe, New Mexico), and it’s hard to beat. I’m not much of a roadie, but I did ride a Century a couple months ago as the result of a few too many adult beverages on New Year’s Eve and a silly bet with friends. The road bike has been sitting in the garage with a flat since then – I should probably fix that one of these days…
It’s a big step to get from thinking that starting your own mountain bike clothing label would be a cool idea, to actually doing it. How did you go about getting Harlot off the ground?
Good question. I had been around the bike industry for a while (my husband is in it) and kept waiting and waiting for someone else to start making the kind of cycling clothes that I wanted. Eventually, it became clear to me that no one else was going to do it. I started dabbling in design a little, realized I was burnt out on my real career (veterinary medicine), took a leap of faith, and went for it. Really, nobody is more surprised than I that things ended up this way.
Jennifer wearing Harlot 'Sophia Jacket' and 'Star Beanie'
What does a day in your life consist of, and what’s the funnest thing so far about running Harlot?
Every day I wake up thinking “maybe today won’t be so busy” and every day it is. Since Harlot is very small, I do everything – process orders, deal with emails from customers, handle media requests, work with the sewing facility, and maintain the website. Oh, and I design all the clothes! I also helped start a local women’s cycling club a few years ago and lead a Tuesday night ride with that group each week. And I run a lot, as I’m currently training for the Chicago Marathon. I’ve never been one to sit still.
The fun part of the job is when I get emails from customers telling me how much they love the gear. I just got one from a woman that said the comfort & fit of our shorts actually got her excited about riding. She had been about to give up on cycling because she always felt dumpy and uncomfortable in the clothes. It’s not brain surgery, but helping people enjoy being active feels pretty good.
What have been Harlot’s most successful items?
We have a line of knickers that have been our best-sellers year after year. Women use them for everything from downhill to commuting. We also have had the Houlihan Short, a freeride/mountain short, in the line-up for 3 years now and people still love that style.
The Annie short: 'Our toughest, most indestructible mountain short yet (but still shows your curves)'
And you’re a fan of beavers. Tell us about that…
Umm, yes. When I started Harlot, I really didn’t expect it to go anywhere. I mean, I didn’t know anything about designing clothes and who am I do go up against all these other companies making women’s gear? The liner was the first thing I designed because that was the thing I found most frustrating in other shorts. I thought it should have a funny name, because it was a very different, non-traditional type of padding. It was winter, and we were holing up in the mid-mountain bar at our ski area on some frigid, blustery ski day. After a few beers, some friends and I started trying to come up with the liner name. Many things were suggested, but Beaver Comfort Zone won out. Again, I honestly didn’t think anyone would actually see or buy these shorts that I was just starting to design. The name stuck, though, and I should really credit Seth and Matt S for coming up with it.
We just recently paired up with an environmental program using beavers (the real ones) to improve damaged wetland areas and fight climate change in New Mexico. You can read more about it here: www.harlotwear.com/beaverproject.htm. We are now donating a portion of the proceeds of our Beaver T-shirts and Socks to that project, and I am volunteering my veterinary services to the program. I actually really do like beaver!
You seem to sponsor a lot of riders. How does that all work?
Yes, I’m very bad at saying no, and there are so many great people out their representing the sport. Because Harlot doesn’t have the kind of monetary resources to be a major sponsor, we simply offer what little we can to as many deserving athletes as we can. There are 2 women in the downhill scene that we have been supporting for years: Joanna Petterson and Addie Stewart. They are both great riders and people, and we are happy to be affiliated with them.
So, if Harlot can help all these riders out AND save the beavers, do you think big brands could be sharing the love a bit more too?
Everyone is having a tough time this year – athletes, bike companies, and race directors – and it’s no wonder that sponsorship money is the first to go. I feel we each have a responsibility to do what we can to support racing, though. Without it, our sport would suffer. I know that every time I watch a race, I get personally excited about riding and I’m sure the same is true for every spectator out there. We need that kind of energy bringing new people into the sport and inspiring those already in it.
One of the awesome Glass Phtography shots from Harlot's Feb '09 photoshoot. Click for more....
Do you have any new designs or ideas you are working on for Harlot?
Oh sure, there are lots of ideas swirling around in this brain of mine. For now, though, I’m holding off on new design to focus on marketing. We have one of the widest selections of women’s cycling shorts of any label, and yet most people have never heard of us.
Anyone you’d like to thank?
My husband for encouraging me to start Harlot when it was clearly a crackpot idea and for continuing to pretend to listen when I lament about such pressing matters as thread color.
Every customer that has ever bought any of our apparel. Without them, we would quite literally be lost.
My friends that are always helping me out at trade shows and media events. They deserve so much more than free t-shirts but keep helping me anyway. Jen, John, and Dominique – you rock!
You for suggesting this interview!
Aw thanks! And cheers for your time, Jennifer. I’ll have to invest in one of these tees now that I know it’s true:
Translation: 'Harlot Kicks Ass'. Yusss!
You can find Harlot at www.harlotwear.com, and on Facebook at here
