Brompton Bicycle’s American dream for 2016 is to expand its community beyond the traditional confines of the biking community into the lifestyle, culture and fashion circles that inform US consumers.
This week the Hotwire PR team helped move the brand to resonate more clearly with a lifestyle and fashion audience by hosting its very first NYFW event. The event, a stylized runway show, saw models riding, not walking, through Brompton’s latest luggage and bike editions – the Black Edition, the Brompton Nickel, Edition and the Brompton Stardust premium finish.
The venue, Bowery presents at Rough Trade NYC, is in the heart of Brooklyn’s most fashion-forward neighborhood, and was selected because of its shared British heritage and lifestyle focus. The Hotwire team brought together a range of media and fashion influencers, including stylists and editors – building new relationships for the Brompton brand in the US.
Brompton Inc. General Manager, Katharine Horsman, commented: “This was Brompton’s first foray into New York’s fashion world since our move into North America in 2015. Showcasing the function and fashion form of both the bikes, and the new luggage collection to our established community as well as to a new NYFW audience, was a milestone in our American journey. ”