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@starfish&coffee
I got the Howies 'epic cotton' jacket on sale earlier. Actually I really like the material. I reckon the hype over its waterproofness, breathability and fast drying time is pretty accurate. I cannot comment on longevity yet though.
But apart from a nice tight fit the Howies jacket doesn't have any cycle specific functionality. That's where I reckon Torm can do something.
Put something together in the same harrington style as the Howies and Vulpine, then add some underarm zips, a subtly lower hem over your butt and a zipped rear pocket, and maybe a rear bottle pocket as well .... and you might have yourselves a winner.
I'll gladly do a bit of pro-bono research and project managment for you if you're interested.