Martone Cycling Co. is opening a special pop-up shop in Los Angeles beginning today, and lasting throughout April. The luxury bike brand, founded by Lorenzo Martone, is partnering with Style of Sport to showcase his bike and accessories at Concept 8366 1/2 in West Hollywood. Five activewear brands, Vuarnet, Tracksmigh, MPG, Ozzie, and Alala, will be sold in conjunction with Liberty Fairs. “L.A. 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,” Martone said.
On Monday, April 4, he’s hosting a party at the store with model, face of the brand, and the Insta-ubiquitous Eric Rutherford, along with Style of Sport, to kick things off. So, where does Martone wheel around in L.A.? “After doing the San Francisco to Los Angeles AIDS Ride last year, I find everything close in the area, so my favorite route is to go by bike from WeHo to Venice Beach every other weekend for lunch. Santa Monica Blvd. has a bike lane, so between boys and ice cream, it’s pretty entertaining.” He tells us New York will also get its own Martone Cycling Co. pop-up shop around the holiday season. Word.