ON POINT: What better moment to celebrate the second anniversary of a chic bicycle line than during men’s fashion week in Paris in the midst of an all-out taxi strike?
That was the scenario for Martone Cycling Co. on Thursday, when its founders Lorenzo Martone and David Thomas held a cocktail party in their new showroom.
Hanging on a wall were two brightly hued bicycles – launched during resort season – in aqua and purple. On display, too, was the recently introduced Mia, a mini-model whose color accents are customizable.
Martone Cycling is in high gear, with lots of projects on. It also recently collaborated with Danward, a resort-wear label that created sandals in the bicycles’ colors. The bicycle brand launched an art platform, called M-ART-ONE, in Santa Monica with Ron Robinson and four Los Angeles-based artists.
During men’s fashion week, which runs through Sunday, the company has six bikes to borrow stationed in front of men’s wear label Robinson les Bains’ showroom in the Marais district.
“We are part of this movement, where bikes now are an accessory. They are part of a lifestyle,” said Martone.
Thomas noted that in the recent past there has been a change in their visibility, due to the rise in city bicycles.
“People who wouldn’t normally take a bike try a Vélib’. They think it’s great, and then they consider buying a bike,” said Thomas. “So it actually helps our business, because it brings a bike mentality into an urban environment to a different audience.”