Tuesday, 15 February 2011

Diesel does bikes...

November 2010. Pinarello’s technology and know-how blend with Diesel’s style and creativity to create “Only the Brave”, the brand-new urban bike to ride the world’s streets.

Single speed, light and versatile to adapt safely to all kinds of urban streets, it reminds of the American messenger bikes in its design and soul, but it is also the result of a careful study of balances and strengths - like all Pinarello models.

Pinarello works on all its creations inside its R&D lab, where the line of the bike was studied together with the Diesel Creative Team and developed by the Pinarello lab through the SOE system (Simulation Optimize Evolution). The Hydroformed Aluminium 7002 T’ used for the frame allows for an original and distinctive design, while preserving handling agility and cornering ability – two crucial features while riding urban streets.

Pinarello has a vast experience which makes it one of the leaders in this sector, dominating the international panorama in these last years and winning the latest 4 editions of the most coveted cycling award, the Best Road Bike award.

Fausto Pinarello comments:
“Pinarello and Diesel together: a perfect joint venture, two Italian brands deeply rooted in the same territory…by bike they are just two hours away! We are part of two different industries: they make people feel comfortable and we make people feel tired…but we share the typical Italian creativity and the constant desire to astonish and surprise our clients!”
Renzo Rosso, President and Founder of Diesel:
“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!”
The pre-rollout of “Only the Brave” will take place in Japan, at the Cycle Mode fair in Tokyo, in the early days of November. The Urban Bike will cost 850 euro and will be available in the Diesel Green and Matt Black versions, starting from January 2011 in selected Diesel stores and at Pinarello’s resellers.


Pinarello Group is one of the biggest industries in the Italian road bike sector, manufacturing over 35,000 bikes and frames every year (under the Pinarello and Opera brand), 80% of which for exportation (especially to Japan, the U.S.A, Australia and Spain with a huge increase of sales in the Scandinavian countries); 40 employees for a turnover that amounts to 35 million Euros. Every year, the company records a 15/20% growth rate thanks to its focus on research and innovation and the high quality of its products. Cicli Pinarello it’s technical supplier of two professional cycling teams: Team Sky and Movistar Team. Both teams ride with Dogma, Pinarello’s flagship model.

Diesel is a global lifestyle brand. From its Headquarters in Breganze, it directly manages around 20 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale and more than 500 Diesel mono-brand stores. Diesel is part of the holding Only the Brave, which also incorporates 55DSL, Maison Martin Margiela, Viktor & Rolf, and Staff International. In 2009, the holding’s revenues amounted to 1.3 billion euro.

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