July 7, 2011

Enjoy The Ride.

There’s nothing better at the end of a Chicago winter than dusting off the ol’ bike. To do so signifies summer has officially arrived. My family and I own some special bikes by Electra. We have an incredible appreciation for them, beyond their valuable function. To us, they are art objects, and at the same time sophisticated machines. I love the motorcycle language of the cruiser line, the period references, and smokin’ hot paint jobs. Check out the level of detail, and handmade quality of these bikes. Handstitched leather seats, accessories worthy of prominent embellishment.  Electra has introduced some new “designer” bikes over the past couple of years, and they have rightfully been getting some well desrved press. Two new Alexander Girard bikes (below), top the lineup. For those of you who are not familiar with them, it’s time to revisit the website and be inspired. Bike names like “Rat Rod” and “Rat Fink” are indicators of the car culture influences.

“Electra Bicycle Company is a Carlsbad, California-based bicycle brand/company, founded in 1993 by Benno Baenziger and Jeano Erforth. The company offers a wide range of modern cruiser bicycles for men, women and children and helped bring the cruiser bike back into more popular use. Their collections consist of The Amsterdam, The Cruiser, The Townie, The Kids as well as Tandem bikes. All of their bikes are aesthetically pleasing with great looking graphics, colors and designs. They have a vast range with styles running the gamut from preppy to beachy, hot rodder to florals, retro to streamlined”. if it’s hip it’s here.


Images found here.

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