One of the more anticipated brands that will be exhibiting at this month’s North American Handmade Bicycle Show (NAHBS) is the Italian company T°RED Bikes.
What really distinguishes T°RED from most other bike companies is the nature of its concept. Unlike most bikes brands, particularly the independent framebuilder, that usually consist of a small number of people involved and a rather straightforward approach to marketing, T°RED incorporates an almost guild-like organization that comprises different artists who specialize in different skills to bring together a bespoke product which not only represents bold innovation and style, it also creates a unique branding signature that lends itself to fashionable marketing. Think Dolce and Gabbana as cyclists with a host of top engineers and bike designers at their disposal.
If that description seems overly dramatic, just take a look at T°RED’s glorious range of bikes, which spread across all disciplines, as well as the stylish accessories that go along with them.
T°RED also has it own boutique in Desenzano del Garda, Brescia, Italy, with plans for a new flagship store in Tuscany, which will be followed-up with five more concept stores by the end of the year.
But, T°RED doesn’t stop at bikes, they also have an elite cycling team that’s getting ready for this year’s RedHook Crit series and other races, along with sponsored riders in track and paracycling.
According to T°RED’s Erica Marson, they’ll have an extensive number of bikes on display at NAHBS, such as their Levriero Time Trail bike, Aero-Steel road frame, Aracnide Acciaio OOL Disc, Aracnide Titanio VedovaNera Disc, Hedera Titanio MTB, special edition Manaia FA, Manaia Pista (the bike of the World Track Champion Benjamin Thomas), Aracnide Carbonio and CrossBeast Titanio.
Being of Italian descent myself, the thought of seeing the T°RED line-up in the flesh at next week’s show really has the Ragù pumping.
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