Sugoi's new "King of the Road" jersey and its creator Ted King.

Apparel maker Sugoi has partnered with Cannondale Pro Cycling team rider Ted King to produce King's first signature custom jersey, the "King of the Road."

King has made a name for himself pushing the pace at the front of the peloton in major races throughout the world. Spending countless hours towing the peloton and playing lead-out man for teammates like Peter Sagan has earned him the moniker "King of the Road."

This jersey speaks to three of King's calling cards: his crown, his New England roots, and a charitable cause close to his heart. The plaid pattern captures the rustic outdoor New Englander in his element, complete with a bottle of maple syrup snug into the back pocket to fuel the ride, his signature crown logo emblazoned across the back, and a name tag on the chest reading "I am NOT Ted King," a nod to King's Twitter handle, "IamTedKing."

Most importantly, partial proceeds from each jersey go to help support the Krempels Center, dedicated to improving the lives of people with brain injury in King's native New Hampshire.

"My parents are an enormous inspiration to me. Every day I pedal my bike, I have them to thank for getting me this far," explained King. "When my Dad suffered a stroke ten years ago, it rocked our world. His strength is perseverance. It inspires me every day."

This custom jersey sells for $70 and is available at