Okay, so just recently, the clothing brand Diesel teamed up with Pinarello cycling to create what they have labeled, “Only the Brave – a brand-new urban bike to ride the world’s streets”. I’ll give you some more specifics of the bike in a second…and I’ll leave it up to you to decide how cool or un-cool it is, but here is what I think is cool about the whole thing.  They way they are promoting the release of this bike is pretty much all through cycling blogs like mine.

Yeah, that’s right…these two giants of industry are totally tuned into the power of grass roots social media like that found in my cycling blogger community, and know that this is an effective and powerful way to get the message out.  It’s also very economical, but I don’t think these guys have to shake the money tree too hard….if you know what I mean.

Anyway, my cycling blog mates Prolly is Not Probably, Uban Velo, and Bicycle Design are just a few who were also sent the press release and asked to do a post about this new bike fashion collaboration.  I agreed to post about “Only the Brave” not because I think it’s the most rad bike out there….but because I liked the way they wanted to promote it.  Real street style, free spirit marketing….and I think it fits perfectly with the kind of bike it is.

“Only the Brave is a Single speed bike that is light and versatile to adapt safely to all kinds of urban streets.  They fashioned it after the classic American messenger bikes in its design and soul, but combines it with the balance and strength that is totally Pinarello.

“The bike we are producing with Pinarello is simply amazing. It perfectly represents our DNA: Diesel is one of the few true lifestyle brands in the world and with our passion, energy and drive to innovate we can build together a successful story which goes beyond the usual partnerships!” – Renzo Rosso, President and Founder of Diesel

The bike first made it on the scene at the  Cycle Mode Fair last November in Tokyo, and is just now making it’s way into select Diesel locations and Pinarello retailers.  The urban bike is available in Diesel Green and Matt Black….with either color bringing with it a whole lot of differing opinions.

If you dig Diesel clothes, are a fan of Pinarello, or just like the way this baby looks…..think about adding it to your cycling collection.  So what’s the verdict? Is it a cool looking bike?   Should fashion and bikes mix together more often?  I’ll leave it up to you.