The wheels are in motion: Clothing retailer offers custom bikes

United States – Urban Outfitters has teamed up with South Florida bike company Republic Bike to offer custom-built bicycles through the Urban Outfitters Bike Shop online. At $399 (£244; €283), the single-speed Aristotle model, featuring an embellishment-free simple steel frame – is the cleanest of slates for bespoke bikehounds. Buyers choose from a range of pre-set colour selections – ‘Wasabi’ features a bright green frame with red and silver rims, and ‘Skyan’ is a primary-colour palette on two wheels – or click on the ‘random’ button to try their luck at a variety of other combinations. Almost every part, from frame and saddle to tire rims and bike chain, is available in a range of colours so riders can be sure they’ll be able to cycle in style. Curiously, though, potential bikers can’t choose the exact colour combinations they want, and have to rely on what Republic bike makers call a curated aesthetic.

The concept is nonetheless appealing: riding in on the heels of Nike iD’s customisable footwear, the Urban Outfitters–Republic Bike collaboration is further proof that brands willing to hand over an element of control to their customers are likely to ride away with the prize.