You might think that holding a bike launch in London is as misguided as a comedy festival in Germany, a nudist resort in Antarctica or the world mountaineering championships in Holland.
But there’s method in the madness of university pals Seb Inglis-Jones and Will Stirrup, who set up Maeving in 2017 in Coventry, the ancestral home of the former British bike industry.
For their first product is designed for eco-warrior urban hipster dudes to wax their moustaches, check their fob watches, admire their latest sleeve tattoo in the mirror then purr off through the echoing canyons of the city looking as cool as a penguin’s bottom to grab a mochacappufrappochino on their way to work in a custom bike shop which also sells LPs and vintage clothing.
