Self Initiated

Bike Said Fred is a project I created to shine a humorous light onto what can be seen as an elitist sport.

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In mainstream cycling, there is too much focus on speed, marginal gains and shaving legs and not enough on the joy of the ride and championing just going out to explore. There is not enough focus on simply enjoying the activity of cycling without focusing on carb loading, PBs, KOMs, watts or RPMs.

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With this in mind I created this set of cycling illustrations with a tongue in cheek attitude to take an alternative perspective and show off the fun side to cycling. 

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I developed these illustrations into prints, t-shirts, enamel mugs and I was even commissioned to create a cycling jersey.