The Third Eye News, events and happenings

Martone Cycling Co. brings its “Style Ride” to West 3rd Street

April 7, 2016

Life on West 3rd Street is about to hit the fast lane this month, with the debut of Martone Cycling Co.’s first-ever pop-up shop in L.A.! The New York-based cycling brand will bring its “Style Ride” initiative to Los Angeles with an inventive, collaborative shop inside the Liberty Fairs Concept Space.

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Drawing influence from sports, design, fashion and art, the Martone collection of bikes and accessories is designed for avid cyclists and casual enthusiasts alike, with features like stainless steel hubs and quirky colors, paired with innovative technology, like the SRAM 2-speed gear system that shifts gears automatically depending on slope and speed. Named after founder and fashion entrepreneur Lorenzo Martone (photographed above), the bikes are bold and aggressively-styled, perfect for those forward-thinking city dwellers who want their ride to look as good as they do.

“L.A. is an excellent fit,” says Martone, on the decision to open up shop here. “The warm weather, the love for being outdoors and protecting the environment, and the value of health are all part of the L.A. culture. The city really embraces biking as part of its lifestyle, and we’re really excited to be able to expand on that concept and offer Angelenos the larger shopping experience through our April pop-up.”

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In addition to Martone bikes, the pop-up will offer a range of athletic and “athleisure” brands curated by Martone and the website, Style of Sport. Brands include the luxury women’s activewear brand Alala, running brand Tracksmith, and the venerable French sporting brand Vuarnet. Canadian-based athleticwear company, MPG Sport, is also debuting a new collection designed by dancer and actress Julianne Hough. In fact, the former Dancing With the Stars judge was there to support the collection on the opening day of the pop-up!

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The “Style Ride” pop-up is open now in Los Angeles and runs until the end of the month at Liberty Concept Space – 8366 1/2 West Third Street (between Orlando and Kings Road).

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