The Life of Cycle, Gestalten and Velo – 2nd Gear.

velo2_sideOne of the reasons I like Gestalten, besides the fact that they make really cool books, is the fact that they produce short films to promote them. Really well made little films that sometimes extend the content of the book, and sometimes promote it. In the case of “The Life of Cycle” they are promoting their new book “Velo – 2nd Gear”.

The video not only promotes the contents of the book, it introduces you to individuals that are featured in it, places mentioned int he book, and shows of the wonderful page layouts that make up the book itself.

Velo – 2nd Gear illuminates and celebrates contemporary bike culture from classic to high tech. From the fixed gear scene to fashionable city cruisers. In addition this book showcases today’s most outstanding and unusual bicycles and their riders.

The book introduces coveted manufacturers, specialized boutiques, and historical tours. Velo – 2nd Gear also explains how each bike scene cultivates its own distinct codes through everything from the choice of bike frames, clothing, and by visiting specific events or establishments. The book shows why, for more and more people, bikes have  replaced their cars as the mode of transporatation that best express their identity.

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