5. Johnny Loco
Back in 2005 there were very few cool, design oriented brands in the bicycle market. Our goal was to develop a story telling brand that not only stands out in bicycle land, but can also be used for leisure categories like eyewear and clothing.
We came up with the brand name & story of Johnny Loco. And matched it with a collection of cool bikes and eyewear fitting the laid-back and lovable character that is Johnny Loco.
The brand rose to fame extremely quickly, flying high on loads of free publicity. It currently sells bikes, sunglasses and accessories in more than 25 countries worldwide.
This is the original manifesto we wrote.
It could all have happened roughly ten years ago on a deserted platform at Barcelona’s central station in late August 2005. Then again, we could be imagining things. Either way it doesn’t matter. What does matter is that we were inspired. We were touched by the heart and soul of a unique personality whose life philosophy is so infectious that we couldn’t help but become his willing disciples.
He is Johnny Loco. We met him with several hours to spare, and the things he told us changed us profoundly. He left us at the platform, a little dazed, looking after his luggage, which consisted of an old rugged leather suitcase that had seen better days and a sturdy beach cruiser bicycle. But he never returned. Strangely, it doesn’t matter.
He taught us that you can capture a perfect moment without killing the day. When you stick to this way of life, you will automatically gravitate toward kindred spirits who share Johnny’s vision.