Urban Cycling: The Detroit Specialists Behind London’s Trendiest Transport

Direct from the USA, Shinola opened the doors to its first London flagship store in Soho in October, to showcase a beautifully curated selection of watches, leather goods and high-end urban bicycles – all designed and assembled in its Detroit factory.

When the very cool Shinola crew invited us to join in a Slow Roll (that’s a casual ride) across London, we took the opportunity to chat with Sky Yaeger, Shinola’s Director of Bicycle Product Development, about inspiring more Londoners to adopt urban cycling as a healthier and trendier mode of transport in 2015.

For many Londoners, cycling has becoming a popular sport and for some a means of transport. What do you think inspires urban cycling?

There’s a sense of accomplishment and empowerment when you arrive somewhere on your own terms, under your own power. As riders, we’re very visible, so people on bikes inspire other people stuck in traffic, to try riding. More people on bikes breeds more people on bikes. If we riders inspire people to get out of cars, that reduces congestion. Anywhere from 6 to 12 bikes can fit in the space it takes to park one car. Also, it is great exercise that clears the mind before and after work if you’re commuting.

A common hurdle for many female Londoners in particular, is the fear of riding on busy roads and a lack of confidence! Any tips for overcoming this fear?

I completely agree, after riding in London recently. It takes nerves of steel, but that can be learned. Anyone who is just beginning should ride in less congested places, if possible, to teach all your senses to be on high alert when riding in traffic. Find a friend who rides in London and follow them on less busy streets, until you get a sense of confidence. Ride on closed paths and bike lanes until you feel you have the bike-handling skills to mix it up in traffic. Practice riding around obstacles, braking on slick surfaces and shifting gears quickly under load. Understand how the brakes and gears work.

What is it about Shinola that makes it such a unique brand?

We’re committed to good design, high-quality materials and small-scale manufacturing in America, for all our products. We’re a young brand growing fast, but building a community even faster! It’s exciting to come to London and see our first store over here and all the folks supporting Shinola.

Urban Cycling: The Detroit Specialists Behind London’s Trendiest Transport
Image: Shinola Womens Taupe Bixby

How is the brand adapting itself for a London audience?

We just introduced all our products in a great event called SPIN in East London. The opportunity to have a face-to-face conversation with all the guests visiting our space, was invaluable. Cyclists all around the world speak a common language and it’s always great to talk to people in different cities. Good design is also universal, and it’s really rewarding to see the reaction that Londoners had to all the Shinola products.

What are your top 3 tips for urban cyclists to stay safe (and ultra cool)?

Ride offensively, meaning make sure the motorists see you. Anticipate when they will turn in front of you. Take the road when you need it.

If possible, wear some bright clothing and always have a head light, tail light and reflectors at night. Carry enough speed to avoid sudden obstacles.

Make sure your bike is always in good working condition, especially the brakes. Wear a helmet. Keep your tires properly inflated, as air pressure keeps you rolling as well as protecting your rims. I guess I can’t limit it to just 3 tips…

Urban Cycling: The Detroit Specialists Behind London’s Trendiest Transport
Image: Shinola Detroit

If anything will inspire you to get cycling in London in 2015, we’ve got our bets on it being a beautiful, shiny new set of wheels. Looking good is as important as the feeling of freedom that comes with cruising the streets at your own speed. 

Shinola, 13 Newburgh St Soho, London W1F 7RS

www.shinola.com