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Brand Development for ArmaUrto

Grey4Gold is helping the innovative cycling apparel brand ArmaUrto access funding and bring their products to markets across Europe.

The ArmaUrto story

Following a Cycling accident where the product innovator Chris Battin sustained various breaks and abrasions, Chris tried to purchase some Cycling apparel that offered protection should a fall happen again. Trying to purchase what would appear to be an obvious Cycling product, to his surprise no such product(s) existed globally. Apart from Chris’s garments this remains the same today.

Chris has now launched a range of Cycling Jackets, Bib-shorts, Base layers and gloves, aimed at the Cycling enthusiast and Urban/Commuter Cyclist to address the growing number of Cycling accidents in the UK.  

His principal target group for the collection are the 6 million male and female urban cyclists in the UK and the serious weekend rider. The target is to achieve sales to 1% of that group within three years.


ARMA is a revolutionary new energy absorbing material, designed to alter the way we think about protecting the human body from impact and injury. Gone are the days of bulky, uncomfortable, often heavy, body-worn protection. This new generation material may be incorporated directly into a garment to shield against impacts and abrasions.

Easy Clean

ARMA can be washed more than 40 times at 30°C with no loss of impact performance properties.

Shock Freeze System

ARMA absorbs and dissipates energy greatly; reducing 80% of impact forces transmitted to the body.

Ultra Slim Padding

Even at a thickness of only 4 mm ARMA protects the body on hard impacts.

Self Regenerative

Unlike PU or EPS foams, ARMA can take multiple impacts onto the same point without being destroyed.

Air Circulation System

ARMA is based on an open re-entrant structure, allowing natural ventilation and airflow around the body.

Temperature Stable

ARMA shows no impact performance losses at high (+40°C) and low (-20°C) temperatures.

Parts Testing

Our ARMA range of parts are tested at the UK’s No1 Premier PPE (Personal protective equipment) Certification and Testing centre,

Whilst there are no official BS/EN Road Cycling PPE standards ArmaUrto has our garment parts tested to EN1621 and delighted to share with you that they passed this standard. See video (below/above). Feel free to contact us to request our test reports.