alt*ego , the luxury sports eyewear brand known for blending functionality with bold design, is proud to announce that Olympic cyclist Dani Rowe MBE has joined as its new brand ambassador.

The partnership grew organically from the summer CELESTIAL collection and now launches in line with the unveiling of alt*ego's Autumn/Winter eyewear range, designed to protect and empower outdoor sports enthusiasts as the seasons shift.

Featuring advanced gradient CAT 1 lenses, the new collection ensures clarity and adaptability in the darker months, while staying true to the bold and beautiful DNA of the brand.

As a celebrated Olympic gold medallist, three-time World Champion, and passionate advocate for outdoor performance, Dani Rowe epitomises the spirit of alt*ego: fearless, dynamic, and unapologetically bold.

Her experience as a professional cyclist - and now as a voice for the wider outdoor
sports community - makes her the perfect ambassador to represent cyclists and runners who refuse to compromise on performance or style.

The alt*ego Autumn/Winter Eyewear Collection will be launched on 11th October 2025 online at altego.uk and at a private client event with Dani Rowe.

For press kit, samples or an invite to our private event, please contact
press@altego.uk