The current standard for product photography in the cycling industry is… boring at best, and disingenuous at worst. If you’re reading this there’s a good chance you know what we're talking about; The pristine, clinical, robotic look we've all become too familiar with. Models stand emotionless, a human coat hanger, without a hair out of place. While it does serve the purpose of displaying apparel on a body, it’s not true to how we ride and more importantly - it’s not a genuine representation of what the garments actually look like when they are used for what they are designed for.
When we ride, we’re sweaty, dirty, dusty, covered in sunscreen and grit, and usually there's a drink spill or two. When we step off our bikes after a ride (or at the coffee shop), we don't have perfectly coiffed hair, a freshly steamed jersey, and our nice white socks typically don't look fresh out the box. So why not photograph our gear the way it’s actually used?
Each one of our models (actual cyclists), didn't just show up to set, get their makeup done, have their legs shaved, get their bibs lint rolled, and their jerseys steamed. We made them ride. And ride hard. And although we’re fans of the easy cafe spin (obviously), this time we told our models to ride hard, get sunburnt, dusty and dirty, and to come back when they're tired and step right in front of the camera. Once the photos were captured, we told them to change gear and do it again…
