Spin Cycle

As cycling picks up its global pace fashion labels are opting for the humble bicycle as a vehicle for brand image.

Appeared In
Special Issue
WWD Fast issue 01/15/2009

Keen to highlight the label’s legitimacy in cycling, Mildgaard pointed out that Wood Wood’s founders, Brian Jensen and Karl-Oskar Olsen, are both enthusiastic cyclists, going so far as to launch a racing team in 2007. “We wanted to make a statement, to say we have a close relation to the sport,” Mildgaard says. “I don’t think the other brands that have done bikes necessarily have a tradition in that.”

Acne’s Johansson freely admits he knows “nothing about biking,” hence the collaboration with Bianchi, an established name, founded in 1885. “When you go into a field where it’s more like a hobby, you don’t want to make a mistake,” he says. Bianchi took an existing men’s frame, the Pista, and shrunk it down, while Acne lent its aesthetic in feminine, suede saddles plus a choice of yellow, orange or pink frames.

A woman on a man’s bicycle summed up the simple, athletic take on men’s wear Johansson had in mind for Acne’s New Standard collection. The women’s line, which includes T-shirts, chinos, shift dresses and biker jackets for spring, was inspired by a girl he saw one morning in New York on a man’s bike, wearing a men’s suit jacket with leggings, plus a bike helmet, bag and shades. “She looked amazing,” he recalls 

With London planning a Paris-style, low-cost rent-a-bike scheme by next year and one of every two Copenhageners expected to cycle to work by 2015 (from one in three today), plus the growing number of car-free days, the amount of hip young bikers is likely to increase.

That’s not lost on Johansson, who already is hatching designs for another bike. “My job is to be current,” he says. “And I think that the bike is very important and very current."

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