When a craft turns in to a business

A brand of bike I have always admired is Serotta. Based in Colorado [edit: Ben was from Colorado, but the business is in New York], started in 1972, Ben Serotta crafted bikes and blazed a trail that many admired. He used titanium long before it was the material of choice and embraced carbon early on too. He was a craftsman who ended up turning his frame building into a large-ish business. The picture above from 1984, of the US olympic team [riding Serottas] is a perfect example of where Serotta was, near the beginning of it’s journey. Many pro riders turned to Serotta to build them top notch bikes to be hidden under the paint of their sponsors, which included Andy Hampsten’s Huffy bikes (not all of them though). Recently the company hit on hard times – after building so many nice bike models – and there has been a bit of a buzz around what has happened. Whilst I don’t know and can only read what others have… I doubt the whole picture is clear. I just think it’s sad when the founding vision and the original craftsman behind it all is turned away by those in control. Like I say there might be more to it.

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  • Alistair

    Yep, there’s more to it alright. By the way, Serotta was never based in Colorado.

    • Steve

      Thanks, sorry my bad Ben is from Colorado, I believe Serotta is based near New York?


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