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Found this today and Loved it.

Style Council and Bikes in a Google search


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From Boris Bike To Brake Bike..

I was chatting with a friend this week, about the series of Brake’s blogs, with the intention of narrowing down who, and what audience we are for…

And NOT for,

He said…

“Brake is for those who understand the simplicity of a Boris Bike and now want their own Bike that is sexy!” 

images-5 Boris+Bike images-6

=  images-5 images-6


Needless to say there are some very elegant, fashionable , stylish Boris Bike riders. Just waiting to go to the next level.. 

Kendel Jennerr and Pixie Lott on A Santander Bike, is the Fashion, the style, the look, and simplicity of being in a city and having access to a bike…





THE NEXT Bike for YOU is a Brake Bike 

You care about bikes also being : Lightweight, Simple to use, Easy to maintain. [see previous Blog ] looking AWESOME and FeelingGreat.




United Colours Of Benetton 

Ohhhh But Where Can I store the bike……….. Solutions to follow.

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A Braker needs to know !

Brake audience must know..


All bikes are all sourced out of Taiwan.


Bikes arrive in London in one box, part assembled.


once Purchased then straight to a professional mechanics who are trained in full assembly and servicing of the majority of bikes sold (in London )

If the new address is outside of London. Bikes will be sent to the local bike shop where a mechanic will be qualified for the job in hand.


Brake recommends all maintenance to be carried out by a professional, however, jobs such as punctures may be attempted under the supervision and pumping up the tyre can be rewarding this we would recommend trying.


So in short. Buy a Brake bike is easy, the idea of the brand is a simple lifestyle.

We design, someone does the mechanics you ride.

Pump the Jam  this weekend not necessarily your tyres. Click to listen to Pump Up the JamTechnotronic 


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Brake is NOT a Hipster Brand…

And this is why…

A Hipster:

Defined by following the latest trends and fashions, especially those regarded as being outside the cultural mainstream.

The bikes generally accepted by the hipster, are ” retro” ” vintage “or “classic”. Its components could have been sourced from old bikes found in the shed , or off grandfather’s old favourite Bone Shaker.   A hipster will have a heightened importance of then assembling these variants; age, colour and size components into their very own Hipster Fixie. Whether built over a short time or a drawn out process. Will likely look a mix mash, and look like so much care has been put into it looking different it actually is just BAD!!

tallbike 100_3070 100_3072

I came across other views on Hipsters that thought rather amusing

Dan Fletcher in Time seems to support this theory, positing that stores like Urban Outfitters have mass-produced hipster chic, merging hipsterdom with parts of mainstream culture, thus overshadowing its originators’ still-strong alternative art and music scene.[11] According to Fletcher, “Hipsters manage to attract a loathing unique in its intensity. Critics have described the loosely defined group as smug, full of contradictions and, ultimately, the dead end of Western civilization


Julia Plevin In a Huffington Post article entitled “Who’s a Hipster?”, Julia Plevin argues that the “definition of ‘hipster’ remains opaque to anyone outside this self-proclaiming, highly-selective circle”. She claims that the “whole point of hipsters is that they avoid labels and being labeled. However, they all dress the same and act the same and conform in their non-conformity” to an “iconic carefully created sloppy vintage look”

We will Gleam and Glamourise tomorrow more on WHO Brake IS for…

Thanks for reading


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Look away Hipsters & Elitist Bike Snobs !

Brake has not been up to date on Blogging or keeping the story alive.

It’s not so easy to  convey Brake and who our unique audience is. So let’us give it go with a series of Blogs

One thing is clear who we are NOT aiming at, and this is easier to convey in conversation, face to face yet not so much via a google search!

So a good place is here, to start telling our story and making it clear WHO BRAKE is FOR by making it clear Who They ARE NOT for.

Bike Geeks : sourced from the Urban Dictionary

“Someone who is interested in cycling extends beyond mere enjoyment of the sport, and who is overly infatuated with the equipment itself. Obsessed with purchasing, or at least admiring, the very latest, overpriced frames, components, and even the apparel worn like spandex shorts and carbon fibre shoes.”




Unless the Carbon fibre Shoes are Gucci or the amazing  Zaha Hidid for United Nude Or  Nike Le Bron 9’s or Zoom Kobe 7’s

url                            1-nike-elite-carbon-fiber-sneakers-1


Spandex can it be stylish?  Or is it just for wearing it extremely tight or maybe it’s functional. Also known as Lycra or Elastane, Invented in the US in the 1960’s changed the Clothing Industry

This wonderful synthetic is used in an array of clothing, including Skinny Jeans, Ski wear, Bra’s , Underwear , leggings , dresses, pants, swimwear, spanx …. Not just for the tight Cycle shorts and tops…

We can ALL wear Carbon Fibre Shoes and wear our Spandex / Lycra anytime any day

Lets have some fun making a clear reference who BRAKE isn’t for …

Zaha Hadid blog by Artsy 


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