The Everyday Cyclist

Everyone can take up space in the cycle lanes. This is the ethos pushing the pedals of this project. 

For too long, imagery around cycling has been dominated by certain stereotypes. You could be forgiven for thinking that cycling is only for those who are lycra clad, have all the gear and are about to take on the Tour de France at any moment. 

Not enough has been done to truly celebrate the ‘everyday’ cyclist and share just how versatile, and even life changing, a bike can be.

Physical inactivity is responsible for 1 in 6 UK deaths and transport is the largest emitter of greenhouse gases, accounting for 26% of all emissions in the UK.

Disrupting the visual landscape around cycling is vital. So is igniting imaginations and changing conversation towards what a bike can be used for and who can ride one. 

What you see, you can be.