Sheila Moon grew up in Portland Oregon. Her childhood loves included racing bikes with her four older brothers up and down their gravel street, and sewing clothes for her dolls. So of course she would one day become one of the best women cyclo-cross racers around, and a leader in designing cycling apparel.
While obtaining a major in Journalism and History from the University of Oregon, Sheila pissed off to England. A punk at heart, and inspired by the theatrical costumes and rule-stomping irreverence of London’s music scene, she moved there to live some life.
By then the punk scene had passed its prime, but she soaked up the city’s quirky sensibilities anyway. After graduating from U of O she moved to San Francisco ready to make her mark. In San Francisco it clicked that fashion was her calling, and she took the leap and got accepted to the Fashion Institute of Design and Merchandising in Los Angeles. After two years in LA, she graduated and moved back to the bay area to realize her dream.
Around that time, her old love of ripping down gravel roads resurfaced, and she started racing bikes. She took 6th place her first time out, 3rd place in her second, and won her third race. Sheila had found magic on two wheels, especially after discovering cyclo-cross. She says of cyclo-cross: “It’s nice to torture yourself for 45 minutes, cross the finish line, and have a cold beer waiting for you.”
As an athlete who could design and develop clothing, she found herself uniquely qualified to fill a need in the athletic apparel market. She knew that no one made fashionable and well-fitting women’s riding apparel, and that it was the perfect way to make her mark in the fashion world.
In 2003, Sheila Moon opened for business in a warehouse in the SOMA district in San Francisco. And though she started small at first, making accessories she sold to local bike shops — she dreamed big. Each year she’s added new apparel to her collections, from best-selling britches, to this year’s maternity line, and next summer’s much-anticipated plus-size collection.
Made with technical fabrics and available in a range of racy colors and prints, Sheila Moon’s apparel has always been locally made: pieces are cut in Oakland and sewn in San Francisco. When possible, she uses American made fabrics and trims. By keeping it local she promotes a sustainable economy and maintains the high quality her customers have come to expect.
Sheila’s goal is to encourage women of every size, shape, age, and ability to get off the couch, out the door, and experience the joy of working out. As she always says, “If you look good exercising you will do it. And when you exercise more you will feel better. And when you feel better you look good, so you will exercise more!”