Behind every bold design and finely engineered cycling kit sits a story of passion, precision, and the relentless pursuit of excellence. At the heart of STUDIOBABICI—the name now synonymous with world-class bespoke performance apparel—are two visionary designers whose combined influence has shaped the brand’s identity and elevated its bespoke program to global acclaim: Kevin Martin Babakian and Simon Telfer.
For over 30 years, their collaborative efforts have driven STUDIOBABICI (formerly the Babici bespoke division) to set new standards in technical apparel design. Together, they bring over three decades of experience in branding, design, and creative innovation, fusing artistic intelligence with unrivalled performance engineering to create apparel that performs as beautifully as it looks.
Kevin Martin Babakian-MDes: Creative Director & Brand Visionary
From the very beginnings of Babici, Kevin’s design philosophy has always been rooted in the belief that great apparel begins with great intention. With a career spanning more than 30 years in the branding and design industry, Kevin’s expertise touches every element of STUDIOBABICI’s creative process—from concept to execution.
Pioneering the brand’s early aesthetic, Kevin’s background in visual communication, brand strategy, and creative leadership has guided Babici’s evolution from cycling label to bespoke performance powerhouse. His work reflects a rare balance of technical understanding and cultural nuance; at once performance-driven yet emotionally resonant. Kevin consistently seeks designs that tell a story—where every jersey, suit, or custom kit captures identity, heritage, and purpose. Whilst heavily immersed in STUDIOBABICI, Kevin continues to guide brands through his consultancy KianDesignCo.
Under Kevin’s guidance, what began as unique cycling apparel grew into a program trusted by national teams, professional athletes, and high-performance organisations around the world. His influence has shaped not only the look, but the spirit of the bespoke program, infusing every design with clarity, intention, and soul.
Simon Telfer-BaDes(Hons): Brand Designer & Creative Strategist
While Kevin steers the creative vision, Simon Telfer—a respected design expert from Created by South in Melbourne—brings extraordinary technical skills to the STUDIOBABICI framework. With a background grounded in industrial and apparel design, Simon has spent decades mastering the intersection between aesthetics and function.
Simon’s expertise lies in his ability to translate cutting-edge performance requirements into refined, wearable design solutions. Whether it’s understanding body motion in high-speed racing or optimising fabric behaviour for climate responsiveness, his insights consistently elevate STUDIOBABICI’s products beyond traditional expectations.
His contribution to the bespoke program isn’t just technical; it’s deeply experiential. Simon understands how athletes move, perform, and feel, and he designs with that lived experience in mind. He brings a scientific understanding of athletic performance together with a creative intuition for form and detail—a synergy that defines the STUDIOBABICI difference.
A Partnership Forged in Innovation
Kevin and Simon’s collaboration is not merely a blending of skills—it is a union of perspectives. One brings visionary branding and narrative depth; the other brings structural precision and performance outcome thinking. Combined, they have nurtured STUDIOBABICI’s bespoke program into a design ecosystem that consistently exceeds expectations.
Across 15 years, their work has helped:
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Create custom kits for elite cycling teams worldwide
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Build performance suits for Olympic-level skeleton and bobsled athletes
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Enable national federations to express identity through bespoke apparel
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Elevate technical apparel beyond purely functional into the realm of high design
Their creative partnership thrives on curiosity, discipline, and a shared commitment to excellence. Every collection, concept, and custom piece undergoes a rigorous design process, ensuring that STUDIOBABICI delivers apparel that performs at the highest level—without compromising aesthetic integrity.
The Studio Today — Legacy, Design, Future
Today, STUDIOBABICI is not just a design label; it is a hub of creative innovation. It reflects:
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Kevin’s bold vision for purposeful design
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Simon’s mastery of technical performance solutions
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A bespoke program rooted in craftsmanship, athlete insight, and cutting-edge materials
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A global reputation built over fifteen years of intentional growth and design evolution
As the brand continues to innovate, it does so with a clear perspective: performance and design are inseparable. A jersey must feel exceptional and look extraordinary. A suit must perform with precision and communicate identity.
This is the design legacy that Kevin Martin Babakian and Simon Telfer are building. Not just garments—but stories. Not just performance—purpose.