Maybe we're a little too excited about our brochure. We are bike builders after all, not marketing people. But once a year we take on the project of reinventing the company in print. It’s an odd job for us, but as a company we always take the approach, ‘if you need something, make it.’ So we sit down at our desks and we write about our bikes and about bike building. We take pictures. We lay it all out. We pour ourselves into the task and agonize over all the little design decisions, the same way we would with a new bike.
This year we have taken a fairly radical departure from the brochure strategy of past years. Instead of taking pictures of all the different bikes we build and trying to write something brief but captivating about each one, we decided to step back and document how and why we do the things we do. Rather than showcasing the end of our work, the bikes themselves, we thought to highlight the beginnings of our work, the methods, reasons and inspirations behind every Seven. What we used to do in 30 pages, we have expanded to 60 pages this time out. It is substantial.
We have titled the new book “Love to Ride.” There were about 20 alternate titles, none of which felt big enough, but this one, “Love to Ride,” hung in the air while we thought it over, testing it against the task at hand, until we smiled and knew it was right.At root, we build bikes because we love to ride. Every frame that leaves our shop is aimed directly at that love. We want to give every Seven rider a bike they love to ride. That is the method. That is the reason. That is the inspiration. Everything that comes after is detail.
For the complete list of contributors, visit our credits page.
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