While searching though Blog Land, came across a post in Bicycle Retailer and Industry News, yapping about Levi's getting into the bicycle clothing market. Debate if the concept is just a flash in the pan for Levi's, jumping into the commuter/transportation arena, or something that will stay in the Levi's lineup for awhile.
My vote is flash in the pan and Levi's will abandon the concept sooner or later, this whole "cycling thing" a blip on their marketing radar. Even so, even with hipster alert written all over it, I still think what they're attempting is cool. How many large, household name companies are pushing bicycling? And indirectly, that's what they're doing. Anything that gets cycling in the mainstream media is a good thing. And if commuting and transportation oriented, even better.
The cycling racer image, of which I'm 100% guilty, will never sell to the mass market of everyday folks and get 'em on bikes. Not going to happen. Seeing people riding with street looking clothes - heading out to work, shop, whatever - more of an impact, I think. The racer wannabe, training ride mentality, is a roadblock to getting more folks on two wheels. And if the hipster fixie crowd gets more people on bikes, I'm all for it. Skinny jeans, sneakers, and toe straps included.
Check out the Levi's commercial. When was the last time you saw anything advertising wise from a huge, non bicycle related company, spotlight cycling in such a positive way? And for that, kudos to Levi's. With any luck, I'm proven wrong and they sell piles of clothes and people actually wear 'em riding their bikes.
Nothing wrong with that picture.