Velofant

Josef at Velofant had an unusual strategy for getting our attention for a while – he left his postcards in the shop door. After much back and forth, he finally showed up in person. There was coffee, bike talk, and a pretty long chat.

Velofant is a small Swedish cycling brand focused on fixed gear, steel frames, and components. Josef and his brother have taken on something we have a lot of respect for: actually trying to build their own cycling brand and develop products they’d like to see on the market. It’s not the easiest path to choose, but we like both the products and the thinking behind them.

So, after a little more coffee and discussion, we decided to bring Velofant to Urban Bike Wear. We’re starting with a selection of products we find interesting and seeing where it goes. Sometimes a new brand joins the lineup with an agency and a thick catalog. This time, it started with a postcard at the door.