A defiant Lord Sugar rides on, undeterred by recent inclement weather (in Florida)

A defiant Lord Sugar rides on, undeterred by recent inclement weather (in Florida)

We enjoyed the typically pugnacious tweet from road cycling (and Pinarello) enthusiast Lord Sugar today, who is currently residing in Florida:

@Lord_Sugar 'Pansies here in Florida cos temp dropped to 45f they wont ride. I've my new Assos kit to keep me warm'

To underline his determination to show the locals that temperatures a little above 7 °C are not going to deter an English Knight and Lord from mounting his favourite steed, Lord Sugar posted the attached photo of himself resplendent in head to toe Assos gear. Rarely have true grit and sartorial flair enjoyed such a happy marriage.

Lord Sugar is obviously a fan of the stylish, innovative (and undeniably upmarket) Swiss brand and for those of you who might want to take a leaf out of his cycling wardrobe, he is modelling their 2014 T Fi.13 bib shorts, the LS Skinfoil winter vest, all topped off with the rather dashing Falkenzahn gilet in 'Blue Calypso'. Not only a stylish combo, but the perfect armour to protect our favourite cycling Lord from the very worst that a cold January day in Florida can throw at him.

You can glean far more information about Lord Sugar's garments of choice and the current ASSOS range on the website of their UK distributor, Yellow Ltd (yellow-limited.com/assos)


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Comment by Gavin Whitham on February 24, 2014 at 15:15

No sign of a bike, are you sure he doesn't dress like that all the time?

Comment by Terry Hayward on January 10, 2014 at 17:50

It's not the only outfit he has in light blue - back in 2010 he had this cool summer look:

And he revealed a bit more about the bikes he rides in a Cycling Weekly interview:

AS - "I bought my first real road bike, a Pinarello FP5, in America. The dollar was weak at the time and Pinarello bikes were cheaper in the US than they were in England. Then there's the bike I used to keep at my house in Spain which is probably the one I have ridden most and is also probably my favourite. It's a ‘Prince of Spain' special edition Pinarello Prince painted in the Spanish national colours in honour of Alejandro Valverde. Now I've just got a Pinarello Dogma.I understand that there is no justification for average people to go and spend £6,000 for a bike if you can get a nice bit of kit for £1,000. I've just got expensive bikes because I like the brand and I can afford them. But I do use my bikes, I do a lot of miles on them, in fact I've probably done 5,000 miles on my Prince of Spain model."

It's an interesting interview they did which, if you are interested, you can read at: http://www.cyclingweekly.co.uk/news/latest/507255/lord-sugar-the-bi...

Comment by Robert Michael Waite on January 10, 2014 at 16:58

I'm sure his Pinarello of the day matched his blue calypso gilet! At those prices it's surprising he didn't get mugged! Way to go Lord S. Show those yanks a clean pair of wheels.

Comment by Nick Williamson on January 9, 2014 at 12:34
I wonder if the latest apprentice gets the job of helping lord sugar into his gear!....good on him.
Comment by Helen Ashford on January 8, 2014 at 12:30

Liking the look Lord Sugar! Though not one for the boardroom!

Comment by Terry Hayward on January 8, 2014 at 10:01
He looks like an accessory from Star Wars! But good on him - you should get a full interview from him. I'd love to hear his cycling insights.

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