Route 101 north of San Diego on a Saturday morning is a 20 mph fashion show on the move. Cyclists sporting jerseys with every graphic and color imaginable can make runners look old school and swimmers look like a bunch of ninjas. For some reason, when you pop a bike under someone’s haunches, highways can look a lot like runways.

Kristin Mayer is the woman behind many of those works of art. A staple in the North County triathlon scene, her graphic design sense has led bike shops, cycling teams, and sporting brands to be the creative force behind their custom kits. With that success under her belt (as well as designing for the likes of pros such as Craig Alexander, Heather Fuhr, the Lovatos and others), Mayer is bringing her designs to the people.

The full line-up

With Kona-perfect timing, Mayer introduces BettyDesigns.com, where you don’t have to be a big brand or pro athlete to purchase her gorgeous apparel for yourself.

Here at LAVA we were fortunate enough in the days just before Kona week to preview Mayer’s first three offerings: a black, white, and baby-blue jersey (and there’s nothing babyish about it), bold tanks, and wristbands—all emblazoned with her signature skull-and-butterfly icon.

“I have a wristband fetish,” Mayer announced as she spread her new gear out on the conference table. I popped one on and felt an instant surge of hardcore. She’s also got a fetish for skulls and butterflies—the latter of which is soon to make an appearance on the crotch of her two-piece swimsuits. Why? Because she gets bored in the pool looking at the same old designs and colors on her fellow masters swimmers.

BD’s signature jersey, in the designer’s favorite color

Mayer is excited about her new line, but is much more laid-back Hawaii than uptight New York fashionista. “I just want to make some stuff, and see what happens,” she said.

The idea for Betty Designs grew out of a desire Mayer shares with many female triathletes: to look cute and put together during a race. With the growth of the sport and the increasing popularity of customized gear, her entrepreneurial spirit will probably be well received.

This week in Kona, look for Mayer’s designs on some of the Zoot pros, as well as Kathleen Allen—an NBC special-interest athlete who was in an accident before Kona—who will be racing in a one-of-a-kind Betty Designs creation. Mayer will be on the island as well, to cheer on her clients and indulge in a little vacation time.

“It’s the highlight of my year,” she said. “But I just couldn’t get it together to do underwear (for the annual Underpants Run) this year.”

In honor of Kona month, if you sign up for the Betty Designs newsletter during the month of October, you’ll be entered to win a free jersey.