Martone Cycling Co., pretty much the BMW of bikes, and now a lifestyle brand in just two short years is growing up. Lorenzo Martone, who started it all, has cast model and L.A. man about town Eric Rutherford (who is the Tooth Fairy of social media when it comes to liking your posts) as their brand ambassador and mod of their first campaign. Stephen Busken shot the 47-year-old in downtown Los Angeles. “West coasters can bike year round, so we chose to shoot the first Martone Cycling campaign in the heart of the Arts District because it is quickly becoming the most bikeable neighborhood in L.A.,” Busken explains. “The neighborhood which was once strictly industrial has seen an explosion of artists, designers, and entrepreneurs moving in for the large spaces, great light, chic new restaurants and burgeoning nightlife scene.”
Originally launching in Martone’s signature color red, the bikes are now available in blue, gold, silver, white and grey. (Trust us: We have one and riding it is the equivalent to walking down the street with two golden retriever puppies. Everyone wants one.) They’ve also expanded to products such as include lights, water bottles, iPhone cases, t-shirts, and helmets. The brand will be celebrating turning two with an art show, ‘M-ART-ONE’ (get it?) coming to Ron Robinson in L.A. later this month. Artists such as ToMo, Fallen Fruit and Zachary Crane will use Martone bikes as canvases and turn them into a work of art which will be for sale at the store. Looks like a busy month for bicoastal Martone, who will be taking the ultimate spin class at the end of the month for the AIDS Lifecycle ride. He’ll join riders on a jaunt from from San Francisco to Los Angeles over the course of seven days for a 545-mile ride that raises money and awareness for the HIV and AIDS service of the Los Angeles LBGT Center and the San Francisco AIDS Foundation. Get more deets HERE.