Our story
PEDAL started behind a shop counter in Hackney, in East London. Most of the people who came in were not cyclists: they were nurses, teachers and accountants who had started riding to work and wanted to arrive looking like themselves. The shelves offered them race kit or a hi-vis vest.
So we made the middle. A jacket that is gray by day and silver in headlights, a helmet in colors you would pick, lights that fit without tools and a lock that takes thirty seconds. Every piece spends a winter on the commutes of the people behind our counter before it goes on sale.
We still sell it over the same counter, ship it tracked to every US state, and the Thursday ride still leaves from the door at 6:30pm.
The whole kit
Twelve pieces, each one ridden for a winter before it went on sale.
The Commute
Guides from the counter.
Under streetlights a light is about being seen. On the dark stretch it is about seeing. Here is what 400 lumens does for both, and how to get the most from it.
Every Thursday at 6:30pm, from the shop door. Slow enough to talk, short enough to be home for dinner, and open to anyone with a bike.