Repositioning urban cycling as a cultural and stylistic practice through a hybrid of fashion show and bicycle race.
Role
Co-founder and strategic lead. Responsible for brand architecture, brand strategy, brand platform development, concept and business development, creative direction, and corporate identity design.
Problem
Urban congestion, car dominance, and environmental concerns have led many city dwellers to consider cycling as an alternative form of mobility. Despite these developments, bicycle commuting was still widely associated with performance gear and sport-oriented aesthetics.
For many urban professionals, this created a cultural barrier. Cycling was often perceived as uncomfortable, impractical, or incompatible with everyday city style. There was therefore an opportunity to reposition cycling not only as transportation, but as a lifestyle practice connected to design, fashion, and urban culture.
Solution
Giro d’Stil was conceived as a hybrid between a fashion presentation and a bicycle race. Participants rode through the city wearing everyday clothing rather than athletic gear, highlighting how cycling could be integrated into contemporary urban life.
The concept was developed in collaboration with the Danish bicycle brand Velorbis, whose design-focused bicycles aligned with the project’s positioning of cycling as part of urban culture and style.
By framing cycling within a fashion and cultural context, the event demonstrated an alternative narrative: bicycles as part of everyday life rather than sport equipment.
Outcome
The concept was launched in Stockholm and later invited to Pitti Uomo as part of the Alternative Set program.
At Pitti Uomo, Giro d’Stil generated significant engagement among visitors and media covering the event, becoming one of the most discussed initiatives during that edition of the fair. The project connected cycling culture with the international menswear community and demonstrated how urban mobility could intersect with fashion and lifestyle contexts.
Key learnings
Mobility can be reframed through culture.
When transportation is presented through lifestyle and design rather than utility alone, new audiences engage with it.
Events can function as narrative platforms.
By staging a concept physically in the city, an idea about urban mobility becomes visible and experiential.
Positioning shapes perception.
Presenting cycling alongside fashion and cultural expression changes how it is understood within urban life.
Client: Giro d’Stil
Agency: Brandvisory
Design collaboration: Henrik Grimner, HGAB
Font design: Kristian Möller, KTKM
Production collaboration: Archivio Personale
Photo: Niklas Åkesson, Jamie Ferguson & Indigital Italia
