“Urban cycling culture is here to stay and it’s providing our industry with an incredibly dynamic landscape of products and lifestyle identities,” Interbike Managing Director Pat Hus said in a statement last week.
Within that landscape, Momentum Magazine stylishly projects the pleasures of bicycling as a part of daily living — whether for commuting, running errands around town, socializing or sharing the joy of cycling with family. For the fourth year at Interbike, the magazine is sending the newest urban bicycles and cycling clothing and accessories down the runway in its “City Style” fashion show today and Wednesday.
“Our goal is to highlight the fun and everyday aspects of riding a bike in the city,” says Momentum Publisher Mia Kohout, with whom I chatted backstage at yesterday’s fittings. “We also want to bring something unique and inspiring to Interbike, which is dominated by sport and men.”
“Interbike has been more receptive every year, and it’s been exciting to see the brands respond,” Kohout adds.
Perhaps to a greater extent than in other categories at the expo, influences from outside the cycling industry come to bear on urban cycling attire and accessories — whether in helmet colors, cuts of pants or silhouettes of outerwear. The fashion show helps bring them all together in one high-energy event.
Yesterday, Molly Millar, Momentum’s style editor, was putting the finishing touches on 30 looks, drawn mostly from expo exhibitors, inspired by urban styles in major cities around North America. “We need to get more women on bikes, and the fashion show is one way of bringing women and the brands that cater to women together,” Millar says.
Among the labels headed for the catwalk are Bird, Chrome, DargelosNY, Ibex, Nona Varnado, Skirt Sports, Swerve, Terry, Zoic, and more. The show also includes men’s fashions.
Check out the September/October issue of Momentum Magazine at momentumplanet.com.
Top: Model Kate Veronneau rehearses for the “City Styles” fashion show at interbike. Photos: velojoy