The Official Brooks England Store: Established In 1866

L’Eroica dates back nearly a quarter century, but of course, the event is inspired from a time in cycling considerably older.

Channelling both the spirit of this sport’s “Golden Age” and the heroic resolve of the era’s riders, the first edition of L’Eroica launched in autumn of 1997 when some ninety-two riders lined up alongside founder Giancarlo Brocci, dressed in period-correct clothing and atop steel bicycles from decades past.

With the sun-bleached stones of the now-famous Strade Bianche crunching beneath their tyres, these “hunters of feelings and emotions”, as Brocci referred to them, spun their way to a revolution that would travel around the world—with L’Eroica events now held across the globe.

When the event was still quite small, Brooks England have been proud supporters of L’Eroica.

It’s a relationship that has only grown over the years as together we share our passion to preserve the grand spirit of cycling in times past.

Along the way, we have witnessed how the original event on Tuscany’s white roads gave birth to the Strade Bianche Race – a highlight on the Spring Classics calendar – as well as the birth of the Eroica Cycling Club and establishment of events around the world.

If you’re in search of a classic leather saddle to complement your bike for an upcoming L’Eroica event, or if it’s just a better-quality ride on everyday outings you seek, you can trust Brooks to channel the L’Eroica spirit of adventure, determination and old-fashioned tenacity from Smethwick to the winding roads of Italy and beyond.