About STëLF
Paused. Refreshed. Reborn... STëLF 2.0
STeLF launched in 2014, sparked by Matt (Crowy, to those who know) who believed the cycling world needed less cookie-cutter and more controlled chaos. From his hometown of Wollongong, Australia—a city tucked between the escarpment and the coast, made for beautiful climbs and sunrise rollouts—he began sketching kit that stood out: bold, clean, fast.
The mission was simple—ditch the boring gear and bring personality back to performance.
For five solid years, STeLF carved out its own lane with unapologetic design and pro-level quality. Then life took a detour—Crowy pressed pause to focus on family, and STëLF quietly rolled off the grid.
Fast-forward a few years, and STeLF is back—louder, sharper, and hungrier than ever. Crowy’s teamed up with longtime mate Merrick (aka Mez), and together they’re lighting the fuse on STeLF 2.0. The same no-compromise attitude remains, with dialled-in designs and premium European fabrics. Every cut and fit has been meticulously fussed over and obsessively fine-tuned by Mez and Crowy to craft race-proven garments built to be thrashed.
This isn’t just a relaunch. It’s a resurrection. The ride is still the same... The gear just levelled up!
#RideHardHaveFun
Meet the boys...
Matt (aka Crowy)
Founder / Design Captain / Former C-Grade Weapon
Crowy’s been on two wheels since school drop-offs and mad skids ruled the day. A triathlete-turned-pure-cyclist (don't judge!), he quickly figured out that two sports were unnecessary—and one was more fun. While he gave A-grade a crack, it was never about podiums. It was always about training hard, riding long, and nerding out over the latest gear.
In 2014, with a engineering day job and a creative itch that wouldn’t quit, Crowy launched STeLF from his hometown in Wollongong. What started as a personal project to design custom club kits grew into a boutique brand worn around the world. He pressed pause on STeLF in 2019. Life, family, and everything in between. But the itch didn’t go away.
With STëLF 2.0, Crowy leads creative design and brand direction, crafting kits with Euro-sourced fabrics and no shortcuts. Mez keeps the fit and function razor sharp, and doubles as the Director of Standing on Podiums. Crowy just makes sure it all feels fast.
His style? More XC than road these days, but the kit’s always dialled. Sometimes loud, sometimes minimal—but always sharp. Because even if you’re going slow, you still gotta look fast.
#RideHardHaveFun isn’t just a tag—it’s the rule. Crowy’s philosophy: if you’re not having fun on the bike, you’re doing it wrong.
