Human Powered Health Cycling’s athletes and staff are sporting bespoke pieces from new Italian clothing brand Boh! by Alexander Koha.
“As a start-up brand, we are very glad and excited to provide all the casual clothing to Human Powered Health,” says founder and CEO Alessandro Donati. “To have done it ahead of the Tour de France Femmes avec Zwift was something that made us especially proud.”
The brand discovered the team through Team Director Giorgia Bronzini, hailing from the same area as the two-time world champion. The brand carries with it a message for the next generation that aligns with the philosophy of Human Powered Health.
“Boh is an Italian slang that means the same as ‘dunno’,” explains Donati. “It particularly refers to the new generation that is living the ‘boh’ word as a state of mind of insecurity and confusion. They are focused on getting rich quick messages from social media. But our counter-culture message is to work hard and be strong if you really want to get somewhere.”
The ethics of both teams marry perfectly, with Donati finding particular affiliation with Human Powered Health’s “True Health is Self Made” motto.
“Human Powered Health has one of the best mottos I have ever heard,” says Donati. “It means that you have to work hard, to be focused on your goals. Human Powered Health is simply the team that represents the Boh! brand 100%. Cycling is a very hard sport that requires sacrifice, consistency, and commitment and the athlete’s journey to the top of their sport is a perfect example and inspiration for the future.”
The light, comfortable garments include a white polo shirt and a navy t-shirt.
