Amazing Ritte Van Vlaanderen Bikes Born From Irreverence
on Wired

SANTA MONICA, California — Spencer Canon didn’t set out to start a bicycle company. He just wanted a kit that didn’t suck. He found the jerseys and shorts road riders wear boring. Uninspired. So he designed his own, black with light blue and red and yellow stripes. The old-school Belgian vibe looked great, but it needed something. It needed a story.