“It’s starting to squeak a bit now,” says Wilhelm Beermann of his beloved bicycle from the long-established Münster-based manufacturer Quitmann. But that’s only to be expected – after a good 80,000 kilometres, during which it has faithfully accompanied its rider for around 15 years. Time and again from home to the office, from Waltrop in the northern Ruhr region to Dortmund. In summer and winter. Come rain or shine.

As a fashion designer, Wilhelm Beermann is somewhat different from all those who shape the cycling industry through their love of sport. He has recognised the benefits of cycling for himself in a rather pragmatic way. Because regular exercise allows him the odd dietary indulgence and because he simply gets about better on a bike, especially in the traffic of a big city. But Wilhelm Beermann had a very personal problem to solve – he wanted to look smart on his bike too, as befits a fashion professional. Because he couldn’t find anything he liked, he came to a decision that was actually quite obvious: “I simply made myself a nice cycling jacket.”

A decision that sought to combine style, quality and functionality under a helmet on the bike saddle – and one that quickly attracted a great deal of attention in his circle. Wilhelm Beermann is now delighted not only with his own jackets, which he produces under the Amity brand, but above all with the fact that many of his customers have become true fans. Wherever possible, he keeps a close ear to the needs of the end consumer – and as someone who has learnt his craft from the ground up, he knows how to satisfy them. After all, Amity is backed by decades of experience and in-depth industry knowledge.

As early as 1990, Wilhelm Beermann set up his own business – together with his friend Klaus Preuß, whom he had met during his apprenticeship, he founded Amity Textilhandelsgesellschaft, based in Dortmund, after nine years in a permanent role at a major fashion retailer in the Ruhr region. “At first, we didn’t really know what that meant,” recalls Wilhelm Beermann with a smile. With only rudimentary knowledge of English at the time, the two wine lovers leafed through an atlas and came across a South African vineyard called Amity. Because they found it appealing and liked the sound of the name, they quickly agreed. And today, Wilhelm Beerman is more convinced than ever that friendship is much more than just a melodious company name: “It expresses not only the relationship between Klaus Preuß and myself, but also the relationship between us, our suppliers and our customers.”

Over the years, they built up a large network with excellent contacts within the industry. And that helped them, on the one hand, to quickly win over the best producers in Europe and, on the other, many of the major retailers and chains in German-speaking countries: Amity began producing for, amongst others, Peek&Cloppenburg and Breuninger in Germany, Vögele in Switzerland and Fussl in Austria. “We became very successful quite quickly,” says Wilhelm Beermann, looking back on that time. Together with the exceptional skills of their pattern-maker and a keen eye for fine clothing, Wilhelm Beermann and Klaus Preuß built up an excellent reputation in the industry – because they impressed not only with quality but also with their fits: “It’s not easy to produce a jacket or a coat that looks good on different body shapes,” explains Wilhelm Beermann, showing a touch of pride that Amity’s patterns enjoyed an outstanding reputation in the industry.

“A passion for the product has always been my driving force,” says Wilhelm Beermann, explaining why, after more than two decades, he decided to strike out in a new direction. The fact that he had started commuting by bicycle was a key moment in this decision. But so was the realisation of the opportunities this opened up for him: uncompromising quality and the development of garments that had never existed in this form before. Whilst his partner Klaus Preuß continued to look after the corporate client business, Wilhelm Beermann decided in 2016 to establish his own label, Amity Fashion – with an online shop and a specialisation in jackets and coats for cyclists.

With the Josef model, Wilhelm Beermann took the plunge and produced a small batch. “My good contacts with the manufacturers helped me with this,” he says, aware that large manufacturers usually work with very different production volumes. And the result was impressive: using the functional, high-performance cotton fabric Etaproof, Wilhelm Beermann achieved his first major success: A jacket that keeps you dry and warm thanks to its extremely finely woven fabric. “You can wear it to a formal business meeting without looking like a bicycle courier,” explains Wilhelm Beermann.

The Amity range now comprises several models in different fabric qualities for women and men. And what they all have in common is that they combine everyday practicality, functionality and durability. “You’re always well-dressed in them,” says Wilhelm Beermann. Whether young or old, whether buttoned up with a shirt for formal occasions or dressed casually with a T-shirt or hoodie underneath. And yet the details are so well thought out that Amity jackets are also comfortable and safe on a bike. Reflectors that can be folded out when needed ensure visibility, ventilation openings provide breathability, and the fabrics – be it Etaproof, loden or technical materials with waterproof membranes – ensure that rain doesn’t stand a chance.

With this unique product philosophy, Wilhelm Beermann has won over many satisfied customers over the years: city travellers, golfers, equestrians – but especially everyday cyclists. This is also because, together with his wife Netti, he personally ensures that Amity wearers are happy. The Beermanns often receive letters containing so much praise that it almost makes them feel uncomfortable. But there are also times when they actively seek feedback, offer advice and give tips. “The greatest compliment for us is when our customers are 100 per cent satisfied,” they say. Their products form the basis for this. With quality and a colour palette designed to ensure fashion that lasts as long as possible, rather than chasing trends. And when the Beermanns spot their cycling jackets in public, they still see it as a special mark of appreciation even after many years in the business: for instance, when they see Jobrad founder Ulrich Prediger wearing an Amity jacket in a magazine, or Eckhard von Hirschausen on a TV programme. And they are delighted by the media coverage their brand receives, which is usually extensive. “When people take notice of us, we do occasionally receive enquiries from Japan, the USA or Australia,” reports Wilhelm Beermann.

Using fabrics manufactured in Italy, Germany or Switzerland, and with production facilities in Europe, Amity achieves a quality that appeals to everyday cyclists and bike commuters alike. And the aim is to attract ever more. Max, Leoni and Willi, the children of Netti and Wilhelm Beermann, are the best proof that Amity cycling jackets are of timeless beauty. They wear them as a matter of course in their everyday lives for almost any occasion. And despite this being second nature, they notice time and again just how much emotion and passion is associated with them. On the one hand, from a fashion perspective. On the other hand, however, also from the perspective of cyclists. Because they constantly attract curious glances at their jackets and are approached.

They can certainly envisage continuing to drive enthusiasm for them, raising awareness among retailers about these unique products and winning them over. And Wilhelm Beermann would, of course, view it favourably if his children were to carry on the Amity legacy one day. “We feel as though we’re in a film with an open ending,” says Max, describing the current situation. There are signs pointing to a happy ending. For cyclists who value looking good, that would be a lovely conclusion.