Responsible Innovation January 14th, 2021

CYCLED INTERVIEW

When was Cycled born, and what is its philosophy?

"Cycled was born from the strong passion for cycling and the philosophy surrounding it, made up of willpower and that sense of freedom that only this sport can give you. It all started in a very experimental form, in 2009, from a broken belt to which Luca was particularly attached because it was a reminder of a trip to the United States. The concept of recovery is the basis of our philosophy. One day, seeing the bicycle's tire no longer and not only as such but as a material to be combined with a buckle previously held aside gave life to Cycled. In 2013 there was a real awareness of the potential of the idea; we left our work respectively in England and France to devote ourselves totally to the project's development, placing as firm points the craftsmanship, the Made in Italy manufacture, and circular economy. We haven't stopped since."

Your project was born abroad, but you have decided to grow it in Italy for years now. Why? What relationship do you have with your territory?

"The idea was born abroad, but our home remains Italy, and this concept has led us to develop Cycled in our country, without ever questioning this choice. Why? We can calmly affirm that Cycled is the result of our wealth of experience: we come from an area of Italy where cyclists, frame makers, amateurs, champions of the past and the present are active and multiple, and this makes it easy to recover our "raw material." We are linked to the territory: we receive a material experienced by cyclists and made unique by the road; this passion spurs us too. Undoubtedly we have been facilitated by the fact that we can count on the family property, a building that we have renovated and made suitable for our needs. We also think it is vital to experience abroad and then return home with a wealth of experience and awareness."

Your accessories come to life thanks to upcycling. What materials do you use, and where do you find them? 

"Upcycling was our flag even in unsuspecting times; we couldn't help it. It is a practice very close to the concept of recycling but much more virtuous. It is forward-looking for the future of this planet and its inhabitants. For our creations, we use the top of the range of what runs on bicycle wheels: racing wheels. The reason is that a product made in the circular economy must, in the first place, be functional. If we plan to reuse one object to create another from a different purpose than the starting one and produce it fragile or for a short time of use,  we got everything wrong.  Design and attention to detail come later with experience, time, mistakes, and dedication."

Where and how are your products made?

"Where it has been the same since we returned: a laboratory created by modifying our house near Venice: working in our spaces has allowed us to be changeable in logistics and support our growth right away. We have built various storage, semi-finished, packaging, and last but not least, the prototyping and content creation section for communication. All to explain that, apart from raw materials such as buckles, needles, wires, sewing machines, and scissors, everything else we do here. We make it with our hands and those of our faithful colleagues. They have become a fundamental part of the staff overtime, with passion and trust in the project."

What do you present for White's WSM project? 

"We present the 2021 collection that includes all our developments and the first great collaboration with a recognized iconic brand to combine the bike world's lifestyle and performance: Cinelli.  Years of improvements and study of materials lead us today to create accessories that, in addition to being functional, demonstrate that an abstract or little-known concept such as reuse can be modern and versatile. It can lead to creating products that fill those who wear them with pride (or give them), appreciating their craftsmanship and eco-sustainability."

 

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