Race to it: Cycling project creates bikes with a story

London – Co-operative cycling project Union Cycle Works believes that every bike it sells should tell a story.

Project directors Toby Hadden and Jo Harrington have set up shop in a small railway arch just off Deptford High Street in south London, tucked away behind the Deptford Project’s temporary cinema.

The premises are decked with vintage bike frames and parts, and tools are bought with a grant from the London Cycling Campaign. Every bike, whether it is a single-speed commuter bike or a lightweight racer, is built from scratch and bespoke. This intimate customer service uncovers the story and needs of the customer in a convivial way.

As we explore in our forthcoming Luxury Futures report, working in this way helps consumers to understand the history of their purchase and gives them the skills to care for the product.