@velosmith

You’ve heard our take on durability, serviceability, personalization and longevity. But here is another aspect of what we do, that is near and dear to us: sustainability. The bike industry relies on planned obsolescence and fast fashion. It’s why this year’s bike is faster, more aero, 10% stiffer and now comes in red with white stripes. But when you peel back the layers of marketing excitement, what’s left are products that were not built to last. The same can be said about platforms favoring a hyper-light, gram shaving approach. The result is most will end up in a landfill. We commonly see well-made bikes rolling decades on, but those fast-fashion rigs are gone as fast as the paid professional who endorsed it. When working with our supply base, it is essential that we work with the individuals who lead these brands. Not simply the salesfolk or marketing team, not even the wind tunnel experts. Rather, the individuals who make these products come alive. Those who lie awake at night trying to identify ways to make their products just that much better. Those who will get an angry phone call from someone who had a bad experience or felt let down in their purchase. When these leaders and craftspeople make themselves available to their clients there is an entirely different level of accountability. It’s these folk who get stuff done. Who implement rolling improvements and apply their expertise to the final product that bears their name. There is an incredible degree of care and integrity in their products and the end result is tangible.