One year on from cycling the length of the UK, from John O’Groats to Lands End, and then to Cardiff, the team at Overseas Apparel have taken on an even bigger, bolder challenge – and all in the name of charity.
To mark their 9th anniversary, Liam Jones, founder of Overseas Apparel, has spent 14 days pedalling a stationary bike outside their store in Cardiff’s Royal Arcade, taking on the full 2,200-mile route of the Tour de France. Dubbed the “Tour de Nowhere”, this awe-inspiring challenge is no small feat. To put it into perspective – that’s like cycling from Cardiff to Berlin, back again, then back to Berlin…and still throwing in another 100 miles for good measure.
From 29th April to May 12th, Liam has cycled daily, raising vital funds for two charities close to his heart: Velindre Cancer Care Centre and 2wish. We at 2wish are incredibly honoured to be part of this journey.
Our partnership with Overseas Apparel began just over a year ago with their first charity cycle from John O’Groats to Lands End, and then to Cardiff. Since then, it has grown into a relationship filled with compassion, drive and shared purpose. As near neighbours in South Wales (their iconic apparel is produced just a stone’s throw from our new Llantrisant HQ), the bond between us goes beyond fundraising – it’s rooted in a shared commitment to community.
Our corporate fundraiser, Gareth, recently displayed this commitment by jumping on the saddle to join Liam during one of the recent legs of his challenge, sharing how we began in 2012 following the tragic and sudden loss as experienced by our founder and CEO, Rhian Mannings MBE.
Throughout the challenge, Liam hasn’t been alone. The Cardiff business community has rallied behind him, with friends, colleagues and fellow business owners hopping on the bike beside him in solidarity. One notable supporter is pro triathlete Malachi Cashmore, who joined Liam as he prepared for the Challenge Salou in Spain.
Malachi summed up Liam’s efforts perfectly:
“The Tour de France is usually 3 weeks, with rest days, riding in groups…which is incredible. For context, I’m a pro-triathlete, and the biggest week I’ve ever done is about 35 hours. Liam is doing 70 hours, twice! That’s quadruple, my biggest ever week!”
In addition to the miles he’s pedalled, Overseas Apparel is also raising funds through a special merchandise line designed exclusively for the Tour de Nowhere. Featuring t-shirts, tote bags and sticker packs, it’s a brilliant way for supporters to get involved, with 100% of the profits going directly to 2wish and Velindre.
As Liam approaches the final miles of his incredible 2,200-mile challenge, we’re cheering him on every step of the way. We want to say a heartfelt thank you to Liam, Josh and the entire Overseas Apparel team. Your unwavering support and sheer determination mean the world to us. Your efforts are helping us to continue providing support for those suddenly bereaved, as they navigate unimaginable grief.
12 May 2025
2wish Head Office
Unit 3, Sovereign Court
Sterling Drive
Llantrisant
Rhondda-Cynon-Taff
CF72 8YX
