For the second month in a row, Saks Fifth Avenue is featuring bicycles in their window displays. Last month was a tip of the hat to Father’s Day. This month, it’s an homage to summer travel.
This month’s windows feature Shinola bicycles. I grew up in a Detroit suburb and like many Detroit area expats, have a strong sense of pride and love for my ‘hometown’. By pure chance, I also happen to be headed to Detroit today for a long overdue visit.
For many Americans, there is a long held romantic notion of the summer car trip. I love that these window displays shift that idea towards the idea of a summer bicycle trip. No special bicycle clothes or gear- just normal (though expensive) clothing and bags to bring along whatever you need. But that’s how advertising works. It’s aspirational.
These windows are one of those subtle indications I love to notice: that bicycles are mainstreaming back into the daily fabric of our lives. As far as ‘trends’ go, street style and high fashion both feed off one another. I think it’s pretty great that one of NYC’s most famous luxury department stores can visualize and promote bicycles as a normal form of transportation.
Shinola isn’t the only bicycle manufacturer based in Detroit. Three other companies have set up shop in the D- Detroit Bikes, Detroit Bicycle Company and Freighty Cat (though Freighty Cat has yet to start production).
Wouldn’t it be cool if some future day, when someone mentions Detroit and the Big Three- that bicycles would come to mind instead of automobiles?
Looking forward to seeing you soon, my dear Detroit. We’ve got a lot of catching up to do.