My Choice are a social enterprise in London investing in local areas via community led projects.
The Black Superstore currently sponsor their project @BlackRidersAssociation. An initiative providing cycling fitness, learning and leisure cycling classes with the aim to increase access to cycling and representation of black cyclists. They have a weekly ride out where they bring all the cyclists together for a community networking experience over a meal.
By purchasing their merchandise you are helping support them provide free and discounted cycle sessions to black adults and children.