Image credit – OSA Instagram

In a remarkable blend of business celebration and philanthropic endeavour, Liam Jones, the dynamic owner of Overseas Apparel, a trendy independent fashion store in Cardiff’s historic Morgan Quarter, embarked on a gruelling 1300-mile charity bike ride across the UK. Joined by his close friend Josh Walker, the duo set off to raise £10,000 in support of three deserving charities.

The journey began from the northern tip of John O’Groats, with the ambitious goal of cycling the length of the UK down to Land’s End and back up to Cardiff, all within a mere 22 days. This extraordinary feat marked the eighth anniversary of Overseas Apparel, a brand that has grown to become a beloved fixture at the city’s Royal Arcade.

The chosen charities hold personal significance for Liam. Cardiff Dogs Home and 2Wish are two local organisations he has previously supported through volunteer work and fundraising. The third beneficiary, UNICEF, extends the reach of its charitable efforts to an international level, supporting vulnerable children worldwide.

Liam from OSA

Image credit – OSA Instagram

Overseas Apparel is no stranger to impactful charity initiatives. In 2020, the team raised over £5,000 for Wires, aiding victims of the devastating Australian bushfires. Their community-centric ethos was further demonstrated last year when the OSA Run Club, founded by Liam, participated in the Cardiff Half Marathon. This social running group aims to foster community spirit and encourage physical fitness among Cardiff residents.

This latest bike challenge garnered significant support before the men even set off, raising over £2,500 through creative fundraising streams. One notable initiative was the ‘£3 downhill raffle,’ with prizes generously contributed by neighbouring businesses Wallys and Welcome Things, reflecting the tight-knit community spirit of the Morgan Quarter. Additional funds were collected via a dedicated GoFundMe page and sales from the OSA clothing line, ‘it’s all downhill from here,’ where 100% of profits were directed to the nominated charities.

Liam’s motivation for this arduous journey is rooted in gratitude and reflection on his business journey. ‘This is all in celebration of us turning eight years old; eight years of challenges, setbacks and memories that will be with me and my customers forever. My plan was to do 100 miles for every year we have been going but that only took us from the top to bottom of the UK, so why not just ride home as well – it’s only another 400 miles,’ he shared.

Marika Jones, the centre manager at the Morgan Quarter, expressed her admiration and support, saying everyone in the arcade was thrilled for Liam and the entire Overseas Apparel team for achieving eight years in business.

Upon their return, Liam and Josh hosted a celebratory event at their store to mark this incredible achievement. 

OSA storefront

Image credit – OSA Instagram

More information about the cycle ride and the OSA Run Club can be found on their website at overseasapparel.com/home