When I first started cycling nearly 4 years ago I promised myself that I would never join the Lycra Brigade... I think I lasted about 6 months before the first pair of shorts crept into the wardrobe and I haven't looked back. Yes you feel self conscious at first, but this soon disappears, especially if you get involved in club riding and everyone else is dressed the same. I commute to work, club ride, tour, and even sit in the pub in lycra (only if I've cycled there, I don't have a fetish!), because it's simply far more comfortable on the bike than any alternative (in my eyes).
I buy dhb kit almost exclusively, because I find it incredible value for money. Have a peek on wiggle.