Welsh business owner to cycle Tour de France distance – without leaving his shop

Daniel Bevan - Senior Journalist

A Welsh clothing brand owner is taking on a 2,200-mile cycling challenge to raise funds for the cancer hospital that cared for his grandmother.

Liam Jones, CEO of independent brand Overseas Apparel, is set to cycle 160 miles, the equivalent of the distance from Cardiff to London, every day for 14 days.

His goal is to raise money for Velindre Cancer Centre and bereavement support charity 2wish.

The 28-year-old has named the challenge ‘Tour de Nowhere’, as it will take place entirely outside his shop in Cardiff’s Morgan Quarter.

The event is timed to coincide with the ninth anniversary of his business.

A second static bike will be placed next to Liam’s, allowing anyone to join in and contribute miles toward the cause between April 29 and May 12.

Liam said he was motivated to support Velindre Cancer Centre, Wales’ leading provider of radiotherapy and specialist cancer care, after his nan received treatment there in 2019.

He is also raising funds for 2wish, a charity that provides vital bereavement support to families affected by the sudden death of a child or young person.

Liam has a history of taking on endurance feats to mark each year of his business. He launched Overseas Apparel at the age of 18 while studying art at Bridgend College.

Last year, he cycled from John O’Groats to Land’s End and back to Cardiff in just 22 days. This year, he wanted to make the challenge even more ambitious.

In addition to the cycling effort, Overseas Apparel will be launching a special merchandise line—including a branded T-shirt, tote bag, and sticker pack—with 100% of profits going to Velindre and 2wish.

Liam said: “As a business, I believe it is very important to share a personal connection with customers and our growing community.

“We want to spread the awareness of the incredible work Velindre and 2wish are doing.”

Marika Jones, Morgan Quarter centre manager, praised Liam’s dedication: “We want to congratulate Liam on the ninth anniversary of Overseas Apparel, a hugely valuable member of the independent businesses that make the Morgan Quarter so unique.

“Liam and his team always do such an inspiring job of supporting the causes that mean the most to them while involving the whole community. We look forward to cheering him on as he completes this epic challenge entirely within the walls of Royal Arcade.”