If you understand terms such as bisweptual, bowside, or coxswain, chances are the clothing line launched by a young Oxford entrepreneur will be just for you.

Merging her two passions, life-long rower and Oxford Brookes University business graduate, Amelia Holland, 23, had set about planning her business, even before she graduated.

The outcome is Strokit Clothing, a local label specifically, but not exclusively, for rowers and the lifestyle that goes with it. So even if you are not a rower, you can look like one.

Miss Holland said: "I grew up rowing, so it just seemed to make sense to do this. During my business training I had the idea, and a lecturer I went to for advice said just go for it', so that's what I did."

Strokit Clothing offers a modest range of rowing essentials for both on and off the river, paying tribute to classic design and contemporary tastes. A rowing coach herself, Miss Holland is at the coalface of the industry, so knows what people want.

She said: "Rowing does have its own brands of course, but mine is very different and caters more for the lifestyle as well, and it doesn't necessarily have to be used just for when you are rowing.

"It's all British made as well I am a firm believer in that."

And with the 2006 World Rowing Championships at Eton this year, the floodgates will surely open.

Miss Holland added: "It's going to be great. I'll have a stall there so I'll be right in the middle of it and I'll be able to hear exactly what people want.

"That is very important I think, and something that my experience as a rower really helps with."

Indeed rowing is the driving force behind all of the Strokit designs, and works to reflect a knowledge of the sport, as well as an understanding of the athletes' lifestyles.

So is it true that being your own boss is a 24/7 job? Miss Holland said: "Mentally, I do find it very difficult to switch off. But that is not a bad thing it's exciting, and it has been great fun a lot more than I thought.

"At the moment it's just the website and mail order, but I would love to have a shop eventually just a small place where people can nip in and see the products, or get their accessories on their way to rowing, and there is nothing like that specifically for rowers."

Call 01865 552377.