Bicycles are probably the most sensible and least risky extensions for any luxury brand, irrespective of the sector. Bicycles are a symbol of sustainability, ecology, healthy lifestyle and classicism. Unlike unusual brand extensions, i.e. from fashion to kitchens (Armani), the extension of a luxury brand to a bike can generate invaluable positive awareness especially during times of recession.
British luxury car maker Aston Martin is the latest brand to develop its own bike, this time with an ultra-tech, customized model. In line with the brand’s DNA to maintain desirability and exclusivity, two essential attributes, the new bicycle developed by Aston Martin is among the pricest such newly built bicycles.
The One-77 Cycle will electronically detail 100 performance measures, and will be hand-built and customized to fit every owner’s specifications. The One-77 Aston Martin bike is one of the world’s most expensive, advanced, and exclusive cars–only 77 were made, and each was priced at US$ 2 million dollars. Car-enthusiasts who weren’t able to get their hands on a One-77 before they sold out can now line up to buy the 2-wheeled version, the One-77 Cycle. The One-77 Cycle is a collaboration between Aston Martin and Factor Bikes, a company known for their high-end road-racing bikes. The resulting partnership is being billed as the ‘world’s most technologically advanced bicycle’.
The most advanced feature of the One-77 Cycle is the built-in touchscreen computer system that rests between the handlebars of the bike like a dashboard to a car. The computer lets cyclists see 100 performance measures- speed, altitude, rate of ascent, leg power, and acceleration are among the advanced stats available. An exclusive preview of the Aston Martin bicycle is available online http://youtu.be/UxcAeLo-naE
In 2008, French luxury maison Chanel launched a limited edition of Chanel bicycles with only 100 pieces, of which 20 were available in the US. The Chanel bicycles retailed at US$ 17.000 and featured many luxury details: quilted leather handles, seat (made by the legendary Brooks Brothers), pant guard, quilted flap bags and a jewelry roll behind the seat (all of which are detachable and can be used as individual shoulder bags). The bicycle has since become a collector’s item, selling for up to US$ 30.000.
Last year, Gucci‘s Frida Gianini created two bicycles for Italian bike manufacturer Bianchi. The black carbon-fiber off-road ‘urban’ model retailed for a cool US$14,000, with a cheaper $6,200 single-speed model, for quick rides across the cityscape and other, flatter lands. The two bikes could not be complete without a Gucci-branded shiny silver helmet, knitted riding gloves, and a branded plastic water bottle.
This Spring, Italian fashion duo Dolce and Gabbana released a limited edition Animalier Bicycle , born out of their passion for an athletic and healthy lifestyle. it wouldn’t be Dolce-esque without the animal print and 24k gold accents. If you’re planning to actually ride this bike, you should know that the bike is fixed-gear, with 18-radii wheels and pedal activated rear and head lights.
Adding even more flare, there is a leather seat and black bell with a Dolce and Gabbana logo plaque along with a plastic coated aluminum basket on the front. Of course this bike is funky, of course it is ornate, and if it weren’t, it wouldn’t be Dolce and Gabbana. Price is 1700 Euro and the bikes are sold at select Dolce & Gabbana boutiques worldwide.
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