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.

Share this post

  • 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?


Brother Cycles



We are sharing this space - email info@headsetpress.co.uk for details
100 Years of Le Tour Prints - Visit the shop

Latest reviews

Photo feed

We’re always adding new photos on instagram, tumblr and flickr.

  • Thanks for the impromptu tour and coffee today @rapha_uk Spitalfields. Love the original vault door #ccspt #thevault
  • Inside 'The Vault' at @rapha_uk #ccspt #thevault
  • Entrance to 'The Vault' at @rapha_uk Spitalfields. Rapha's climate controlled room for testing garments in the environment they have been designed for #ccspt #thevault
  • @pedaledjapan have some new items for cycling in Autumn and Winter. I love the Kaido long sleeve jersey, beautifully simple and functional #kitspo #wtfkits
  • We are heading to the London Design Museum this weekend to check out the new exhibition but in the meantime, here is a small feature from @hartleycycles who was selected to exhibit her new 953 Gravel Road Bike #ontherivet
  • London based followers, there is an Alf Engers photography exhibition at Embassy Tea Gallery for 2 days. An English former cyclist who set national records and won national individual time trial championships from 1959 to the late 1970s
  • Rapha today announces its partnership with Canyon//SRAM Racing, a newly formed UCI Women’s WorldTour professional cycling team. Canyon//SRAM will be led by rising stars Tiffany Cromwell (AUS @tiffanycromwell and Hannah Barnes (UK @barnesh93 with a total of 9 riders from 6 countries #TakeTheLead
  • The limited edition @isadoreapparel Long Sleeve Shield Jersey up on the feed now. Drooool
  • I give you the legendary Z-Team cap. #capsnothats #handdrawn #photoshop #hspfeed