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30 Years of Screaming Yellow
Some things are hard to miss, like our iconic Screaming Yellow. When it rolled out in 1990, cycling clothing was forever changed. It is the top choice for those looking to be as visible as possible on the bike. And for riders who really, really love yellow.These bright qualities are why Screaming Yellow has been a best-selling color for 30 years.
So, what makes this yellow scream?
True fluorescent dye. True fluorescent colors transform invisible ultraviolet light (UV) into visible light, making them 200-300% brighter than the brightest white. That means you'll be seen from five times further away on the road and stand out against nearly any background. If you want people to notice you, accept no substitute.
To celebrate our favorite color turning 30, we dug into our catalog archive for some historical inspiration. Because cycling jerseys from the early '90s were rather simple designs, the catalog cover from our Fall 1987 stood out. It’s geometric graphic elements combined with fluorescent colors create a super fun and highly visible jersey.
But we couldn't stop there. Fans of the powerhouse Coors Light® cycling team will recognize our riff on the jersey worn by American bike racing legends like Davis Phinney. Proving that Screaming Yellow isn't just bright, its fast!