Sam is owner at Paria, a fashion forward cycling brand which specialises in producing left field and graphically outlandish lifestyle apparel.
His route to the world of cycling clothing was not what you would class as traditional, having worked with large blue chip food and drinks brands such as Mars, Nestle and Ferrero, as well as health and beauty such as Johnson and Johnson and Beiersdorf.
The corporate environment offered a sound training ground in branding and sales, but left him feeling like there was more to life than careers through catch ups.
Having pitched to Richard Branson in America, his business has taken numerous twists and turns and is now developing a name in the notoriously fickle world of fashion. @paria