Bicycle Style Goes Corporate

Well, I guess that’s not really a “breaking news” kind of headline, but two recent television commercials have highlighted bicycling as transportation, and feature stylish gentleman (and ladies) riding bikes. Target’s “A Brand New Day” commercial features a well-dressed gentleman riding a cheap department store bike ($59.99 at Target, big surprise) rather poorly, but happily.  

The other is from Kaiser Permanente, that bastion of corporate healthcare, and features a blue bike cycling (get it?) through a bunch of different riders, including some pretty sharp-looking gentlemen. Someone at EcoVelo pointed out that some of the riders are riding the wrong way, and there’s some sidewalk riding, too.

My feelings are pretty mixed. On the one hand, I’m glad to see bikes being normalized as transportation, and I’m happy to see people in everyday clothes riding bikes, but I doubt the sincerity of either Target or KP to actually advocate anything meaningful in the way of bicycle infrastructure, for example. I’ve never been to either a Target or KP facility that was located in a bicycle-friendly area, or had bicycle parking. But, I must say that it’s a far cry better than the typical anti-bike dreck we usually see in commercials (this link goes to a Streetsblog post about a State Farm commercial that has now apparently been taken off YouTube).

 

Chic, Schtick, or Just People Riding Bikes?

Update: Charlotte of Chic Cyclist has now also weighed-in, and some others as well. It’s a good discussion, go check it out.

I wanted to fill you good folks in on a little exchange that just took place on Zach Vanderkooy’s blog, Elasticity: Adventures in Urbanism. Zach posts a reflection on “a new movement afoot in the world of urban bike culture…bicycle chic, which treats the bicycle as a fashion accessory.” While Zach concludes that he ultimately applauds the movement, his characterization of “image conscious” cyclists and the very broad strokes with which he paints this “movement” just slightly raised the gentlemanly hackles of Yours Truly, as well as Marc of Amsterdamize. I think our responses provide a nice summary of what the “chic cyclist movement” (or whatever you would like to call it) is really all about. I’ve posted my comment below in its entirety, but go to Zach’s post to read Marc’s more extensive and more eloquent reply.

I’m glad to see this movement getting some coverage, but I think you might be mischaracterizing it a bit by emphasizing the fashion aspect of it. I think the real motivation comes from a conviction to normalize the idea of bicycles as transportation. Rather than make a fashion show out of cycling, with bikes as little more than accessories, the real heart of this movement is making bicycling more accessible and ultimately more democratic. Everyone can participate in “bicycle culture” because anyone can climb on a bike and ride it anytime, no special clothing or equipment required. That the bikes are frequently old or old-fashioned looking is simply due to the comfort of the old-style designs, the product of an era when bicycles were taken more seriously as transportation and made with comfort in mind. And, as a closing thought, I think that novice glitzy-glam cycle chics are just as dangerous as novice fixed-gear hipsters, and I doubt if you’ll see any of the cycle chic sites or blogs advocating a lack of safety or education. My two cents, thanks for the opportunity.

Ultimately, despite our quibbles with some of Zach’s points, I am left applauding his conclusion that, “any cultural shift that recognizes bicycles as a respectable and dignified piece of the urban landscape is most welcome by me.” Hear, hear.

 

BMW Anti-Bike Advertisement FAIL!

I think these two gentleman in the recent anti-bike/anti-transit/anti-scooter bit of dreck from BMW should be re-appropriated as icons of the new everyday bicycling culture. Perhaps the ad folks should have dressed them a bit more shabbily, because I certainly don’t see what problem they’re trying to convey.  

Image: Screen shot from YouTube video.