Everything started with the Danish slow-ride bicycle brand Velorbis, wanting to collaborate with Jupiter fashion stores in Stockholm.
The first insight was how the overcrowding of cars have created environmental as well as logistical and aesthetical issues for the cities of the world. Something that has caused a growing number of citizens to look for more sustainable solutions.
The second insight was the need for a more stylish way of bicycling where one didn’t have to travel in bicycle tights, arriving at meetings in urgent need of a shower.
The third insight was the obvious health benefit of riding a bike rather than sitting in a car.
The solution was to develop a fusion between a fashion show and bicycle race called Giro d’Stil, promoting the image of the bicycle as means of contemporary urban transportation. Its first iteration was in Stockholm, Sweden followed by Pitti Uomo in Florence, Italy. Where we where proudly picked as their Alternative Set.
Client: Giro d’Stil
Firenze artwork: Henrik Grimner, HGAB