Penny in Your Pants is a fashion product taking the bikeable world by storm that Snook’s founder, Sarah Drummond, was involved in at the inaugural CycleHack. Since 2014, the story of a penny and a rubber band spread across the world and reached more than 3.3 million people!

Yesterday, Penny in Yo’ Pants launched a crowdfunding campaign to help manufacture the product. Snook partnered with the team from Trakke (Alec Farmer and Madeline Wilson) and Johanna Holtan (Bikeable Jo and Edinburgh University) to develop the brand, web and communications strategy.

Penny in Yo’ Pants on Vimeo.


Support the campaign:


For every sale of Penny in Yo’ Pants, a portion will be send to support the women’s cycling team in Afghanistan who are challenging gender barriers and putting their lives at risk for the love of cycling.

Afghan Cycles Trailer from LET MEDIA.


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