AN AWARD-WINNING fashion designer has swapped the catwalk for cycling as she launches a new store in Innerleithen.

A women's cycling and outdoor clothing brand FINDRA will open its first retail space in the town's High Street tomorrow (Saturday, May 6).

The store will showcase the range of products as well as act as a hub for women’s cycling in the area. 

It hopes to welcome everyone in the community, offering organised rides, talks and presentations to inspire and motivate not only women cyclists but the active locals at large.

Founder Alex Feechan told us: "I always envisaged the brand having a retail space with the aim of listening to their customers directly. FINDRA is a brand that is confident about their identity.

"I'm looking forward to opening the store and welcoming the residents of Innerleithen and beyond. I hope that the continued growth of the women's cycling industry bodes well for the women of the future."

A keen mountain biker and experienced fashion designer, Alex established the brand in December 2014 after spotting a gap in the market for well designed performance clothing and bike wear for women. 

Throughout her 20-year career she has worked on the knitwear for fashion houses such as Chanel, Calvin Klein and Escada.

Alex felt the products available suffered from the ‘shrink it and pink it’ approach, when companies make smaller versions of men’s products, with added pink to gear it to the female consumer.

Determined to change that, she set about creating a range of performance lifestyle clothing to create female friendly cycling wear.

Since then, the brand has gone from strength to strength with the support the the Mountain Bike Centre of Scotland, Scottish Enterprise, Entrepreneurial Spark and Scottish Edge.

The retail space will launch with an introductory event on Saturday, May 6 and Sunday, May 7 plus an opening celebration. 

For more information, visit: www.findra.co.uk, or follow @LiveLoveFindra on Twitter.