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So in a last minute flurry of creative activity here, we’ve managed to put together something that we’re really excited about. Check out the blurb below that was sent out to retailers yesterday by email as the first official announcement of our brand new “Urban Legend Fashion and Art Show” at Interbike this year:

Urban Legend

Presented by Momentum Magazine

Bikes, Art and Fashion in motion. A self propelled cycling art and fashion show that brings the cutting edge of urban bicycle culture to life. Cycling for transportation is one of the hottest sectors in the bike industry today. A change is happening on the streets and people are integrating bikes into their everyday lives. Urban Legend is about expanding our perceptions of what it looks like to ride a bike. Immerse yourself in the trends of the urban cycling category and join us for a unique preview of the latest products designed for practical cycling style and function. Witness the evolution of urban transport, enjoy a cold beer, some dj-spun tunes and take in art inspired by a passion for bicycles. This fashion show will highlight a range of stylish, smart, sexy and professional looks that fit into everyday life and work great on a bike.

“The urban cycling market is different than the ‘Ricky Racer’ crowd - the typical lycra scene is not exactly what appeals to the urban rider. The Urban Legend fashion show highlights the more accurate wants and needs of the urban cyclist and helps spotlight ideas to help retailers provide those items to the urban riders who are walking into their stores.” - Tim Jackson, Brand Manager, Masi Bicycles

Location: Venetian Ballroom G

Time: Thursday, September 25th, 5pm

For the last few years we’ve talked here in the office about trying to put on a fashion show at Interbike, but could never really come up with the right format. The traditional runway style with models in bike apparel walking a catwalk never seemed appropriate. We’ve also been talking about ways to feature all the great gear and bikes that have been cropping up for urban and transportation cycling, with no real success.

Then a couple of weeks ago, I read on Tim Jackson of Masi Bicycles blog that he was planning a trip up to Vancouver which would include a visit with the Momentum Magazine team. It had been a while since I had checked in on Momentum and after reading about a small fashion sow they had done, I was really impressed with the format they came up with and thought it was perfect for both those things we had been wanting to put together in Vegas. I called up Mia at Momentum and introduced myself and we chatted for a bit about the concept she said they were interested in helping us do it on a bigger scale in Vegas.

So what’s the big deal about this fashion show? Well, for starters the models will be riding urban, folding, utilitarian and commuting bikes. Second, the outfits that Momentum will be selecting (not us - we trust Mia and her team’s eye for style more than ours) from industry apparel companies will be urban and casual cycling wear - not the enthusiast and racing-inspired attire like lycra shorts and euro-pro jerseys. We love those styles, but in the current climate of growing acceptance and use of bikes in everyday life, we believe that retailers and manufacturers would benefit most from seeing the latest in these styles and how they look in action.

OK, so the apparel theme is a bit different…what else? This is the coolest part, to me. Instead of a typical runway setup, there will be a course laid out on the floor of the ballroom in a loop. The attendees to the show will be standing in and around the loop and the models will ride essentially among the audience. This way, it shows the outfits in their designed-for use and allows most everyone there to have a front row seat. With the addition of the bicycle-inspired artwork displayed throughout the room, the feel should be very reminiscent of an art gallery showing - truly enhancing the presentation of the bikes and the fashion to a higher level that they deserve. There will be drinks served and a dj spinning tunes.

So that’s it in a nutshell. Since this really is a late addition to the schedule, expect more info and news very soon and as we get closer to the show. I think this will be an awesome addition to the show and a resource to the industry for this important and growing category. We’re really glad to have Momentum partnering with us on this and thankful for their inspiration. After the show, we can all head down to Mandalay Bay for some fast and furious (sorry) crit racing that night. What a week we’ve got ahead of us, huh?

Note: In his quote above and in our collateral about the fashion show, Tim followed his “Ricky Racer” comment with a “not that there’s anything wrong with that” type qualifier. I took it out for better flow, but just wanted to help Tim avoid any angry emails or digs directed at him from the Ricky Racer crowd, of which I am a proud member. I’m looking forward to the fashion show myself for some ideas on how to broaden my bike attire from all the primary colored polyester that fills my bike drawer. Not that there’s anything wrong with that, right?

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