Self Initiated | Bike Said Fred

As a keen cyclist, I began to get really disenfranchised with the seriousness of the hobby. 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. 

​

I wanted to create disruptive but humorous illustrations highlighting a more tongue-in-cheek attitude to riding bikes, showing more of the fun side of riding bikes . After all, a bike ride isn’t a bike ride without cake!

​

I developed these illustrations into prints, t-shirts, enamel mugs and from this playful experimentation, I was commissioned to design a cycling jersey by a competitive cyclist in the US.