When introducing Manners to the world, we wanted to start by reimagining the purpose and opportunity a bicycle offered. From our perspective, the landscape and narrative from cycling brands mainly spoke to the performance and competition aspect of cycling. We believed there was more to celebrate. A tool for community, organizing, meditation and liberation — in essence, a force for good. We posed questions such as: What if we built something different? What if we built it together? What if we were time travelers from a not so distant future? What if this future was the ideal future for humanity? Can we give the present a glimpse at what the future can look like? A Better Tomorrow.
In the spirit of acting as one, the campaign eschewed traditional road cycling narratives and featured both road and fixie riders. The product range spanned cycling jerseys, bibs, socks, bidons and lifestyle tees.