…bike messenger comes next in the list of uninsurable, yet now apparently “cool” professions. So you’re a 25-35 year old metrosexual looking for the next hip thing to sink your disposable income into – well it’s fixed gear cycling. And it’s official, two barometers of what’s up and coming have informed me of this. BBC 2’s Culture Show and trend forecasters (yes such organisations do exist) Future Laboratory both say that cycling’s officially cool.
The Culture Show had a 10-minute piece on alley cat races and followed some footage of a group messengers on a cycling-cider drinking-camping weekender. The theme was one of family, fraternity and f&#k it I like riding bikes. They’d have done it regardless of the Beeb’s camera crew.
Future Laboratory by contrast tells people who used think they were cool what kids (usually) are about to think is cool so that the un-cool people can make money from them. If Future Laboratories say that something’s going to be cool, then sometime, somewhere for someone it will – like palmists however some of the details can be a little vague.
Future Laboratories demographic profiling ranges from the sensible to the sublime: “Generation Jones”, “Rolodex Teens” and my personal favourite “Muffragettes” describing the rebirth of feminism – apparently. According to the blurb, fixed gear bikes are now “the defining fashion accessory for a new tribe of young urbanites” – you wouldn’t hear Madame Zola, your local palm reader utter that phrase.
But wait a minute, do we want cycling to be cool? Surely just making it normal would be better. Anything that gets people on bikes is a good thing, but sustained change comes from desire not diktat. Cool implies it’s fashionable and today’s achingly cool must have is tomorrow’s charity shop staple.
In fashion loose-waisted, generously cut practical dungarees are always going to lose out to skinny, low-rise denim. Because you’ve got to be thin enough to wear it; it’s exclusive. So it’s an obvious extension that fixed gears would become cool over a sensible bike, one with brakes, say.
The fashion industry’s already nibbling at the world of two wheels sleazily pimping it to help it sell more overpriced clothes under the banner of “eco-awareness” and this "all the kids are riding pencil thin retro steel frames with spoke cards" stuff doesn't help.
The Culture Show had a 10-minute piece on alley cat races and followed some footage of a group messengers on a cycling-cider drinking-camping weekender. The theme was one of family, fraternity and f&#k it I like riding bikes. They’d have done it regardless of the Beeb’s camera crew.
Future Laboratory by contrast tells people who used think they were cool what kids (usually) are about to think is cool so that the un-cool people can make money from them. If Future Laboratories say that something’s going to be cool, then sometime, somewhere for someone it will – like palmists however some of the details can be a little vague.
Future Laboratories demographic profiling ranges from the sensible to the sublime: “Generation Jones”, “Rolodex Teens” and my personal favourite “Muffragettes” describing the rebirth of feminism – apparently. According to the blurb, fixed gear bikes are now “the defining fashion accessory for a new tribe of young urbanites” – you wouldn’t hear Madame Zola, your local palm reader utter that phrase.
But wait a minute, do we want cycling to be cool? Surely just making it normal would be better. Anything that gets people on bikes is a good thing, but sustained change comes from desire not diktat. Cool implies it’s fashionable and today’s achingly cool must have is tomorrow’s charity shop staple.
In fashion loose-waisted, generously cut practical dungarees are always going to lose out to skinny, low-rise denim. Because you’ve got to be thin enough to wear it; it’s exclusive. So it’s an obvious extension that fixed gears would become cool over a sensible bike, one with brakes, say.
The fashion industry’s already nibbling at the world of two wheels sleazily pimping it to help it sell more overpriced clothes under the banner of “eco-awareness” and this "all the kids are riding pencil thin retro steel frames with spoke cards" stuff doesn't help.
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