In the 40 's silk jerseys started to replace tweed in cycling .
In the 40 's silk jerseys was invented just in time for the blossoming post-war marketing industry to realise that in the world of television advertising , cyclists could make a prominent moving billboard .
In the 40 's silk jerseys started to replace tweed in cycling and was invented just in time for the blossoming post-war marketing industry to realise that in the world of television advertising , cyclists could make a prominent moving billboard .