Everything started when the Danish slow-ride bicycle brand Velorbis reached out to collaborate with Jupiter fashion stores in Stockholm.
The first insight was that the overcrowding of cars had created environmental, logistical, and aesthetic problems in cities around the world — prompting a growing number of citizens to seek more sustainable alternatives.
The second insight was the clear health benefits of riding a bike instead of sitting in a car.
We also saw the need to promote a more stylish approach to bicycle commuting – one that didn’t involve cycling tights or arriving at meetings in urgent need of a shower.
Our solution was to develop Giro d’Stil — a fusion of fashion show and bicycle race — to reposition the bicycle as a modern mode of urban transportation. The first edition took place in Stockholm, Sweden, followed by Pitti Uomo in Florence, Italy, where we were proudly selected as their Alternative Set and became one of the most talked-about events of the week.
Brand strategy, brand platform, corporate identity, business development, concept development, and creative direction.
Client: Giro d’Stil
Agency: Brandvisory
Firenze artwork: Henrik Grimner, HGAB
