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26 April 2011 4 comments
Brooks and PEdALEDFriends Style & Fashion
Hideto Suzuki - Log Cabin Builder Brooks has always had an affection for the native Japanese style, but also for the frequently funky yet always ingeniously tasteful Japanese take on Western styles. In an effort to complement our line of cycle bags with appropriately fashionable functional clothing, Brooks has entered into a capital tie-up agreement with Hideto Suzuki's clothing brand PEdALED. The purpose of this endeavour being a more complete offering for those seeking alternative cycling apparel and accessories. Hideto Suzuki knows much about the pursuit of perfection. Throughout his professional life, which apart from tailoring and design has also included years studying the techniques of building log cabins (he built five from the ground up), he has been driven by the desire to learn all he can about a craft, and then put this learning to the service of creating the exceptional. PEdALED signifies the abstract notion "Pedal Earth Diver". Encompassed within the ethos of Hideto's cycle wear brand, it seems that underlying the end product's design and construction is an attempt to somehow weave a near-mystical property into the material. Hideto's vision is of a cyclist at one with Nature, releasing energy in all directions, feeling of a piece with his surroundings and blurring the boundaries between his senses and the elements. Hideto's clothing reflects a desire to care for the needs of the cyclist in an organic way. Reflective bits are disguised as distressed areas, and technical details meld seamlessly with design. His clothing is a statement about modern living whose principle assumption is: "Today, I ride my bike".