Alise Selsmark and Callum Millward are former professional triathletes who founded CUPCKE apparel. The cupcake branding originated in 2014 when Cal would interview fellow professional triathletes. The interviews were coined "Cupcakes with Cal". These were light hearted videos aimed at showing athletes personalities.

At the conclusion of Alise and Cal's professional careers they founded The Cupcake Cartel global triathlon team. A team built on inclusion and support. In 2024 the team has grown to 700 global athletes.

The team has become well known for their larger than life designs with their trademark mint, neon pink and navy designs. Team apparel had always been restricted to members of The Cupcake Cartel up until 2024. CUPCKE apparel launched giving access everyone a chance to look good while training and racing.

The focus with CUPCKE apparel is to push boundaries and find a mix of exciting and conservative designs. The technical aspect of CUPCKE apparel will be appreciated from professional athletes through to the everyday athlete.