For many, cycling has always been on the shortlist of design-forward, aesthetically phenomenal and emotionally resonant global pop cultural touch points, like formula one race cars, vinyl records, the beautiful game (futbol aka soccer), film photography, brutalist architecture, etc. Which is, in part, why America’s prevailing attitudes about cycling—spandex and hi-vis wearing dorks obsessed with “competitive” exercise—are so curious. We get it. There’s no ball. No net. And sure, if you were alive and paying attention in the 80’s and 90’s the average cyclist did ride around town head-to-toe in the kind of lycra kit that would have, at first glance, looked a bit like a superhero costume. Again, we get it, we’re obsessed with speed, wind tunnels, carbon fiber, perforated white leather, black lycra, titanium, thermoplastics, PRIZM tech, HiPER, photochromic lenses, weight savings, etc, and that’s fresh and we know that FRESH IS FASTER and we love that but clearly it’s just too much for most of the world. Again, that’s cool, that’s fine.

‍

‍

But then. Why is everyone wearing our sunglasses sooooooo hard rn? From hip-hop to (fashion) runways to Gorpcore and Normcore the world can't keep their hands off our Face Tech. Maybe they’re ready for a little FRESH IS FASTER.

‍

If you’re here reading this we know you are. Speaking of, check these out.