Lee® rides a bike
The first denim bike in the world
An unprecedented development: for the very first time a bicycle frame is covered in denim.
Leerideabike is a new model created thanks to the collaboration between Trek Segafredo, the technical partner of this special project and a world renowned brand known for the design of its functional products, and Lee®, the world famous denim brand with an over than 125 years stellar history. The bicycle represents the perfect blend of a high quality brand with a world-class cycling team.
The innovative idea came from the desire of promoting the Lee® Rider, a new jeans style with an extraordinary fit that is already one of the key pieces of the S/S 2017 season and beyond. With the intent of uniting the worlds of sports and fashion, the Trek Domane bicycle, which is the official model of the cycling team, wears denim and a brand new look at the Giro d’Italia.
As a matter of fact, it is on display in the Trek Segafredo dedicated area from May 5th to 28th. The highlight of this very special project is the exquisite craftsmanship and attention to detail of Sartoria Masi di Firenze, one of the leaders in denim fabric embroidery since 1993.
Authentic passion, enthusiasm, dedication: the key features of an unprecedented development destined to leave its mark in the annals of denim history.
By Sara Baroni
