Called Décryptø, the short video shows the Mission Viejo, California-based brand's founder, Kevin Fickling, working on the carbon fibre tubes that go to make the bike's frame - pretty much anything that can be done in-house is done in-house - plus the finished bike being taken out for a spin.
The six and a half minute video was directed, filmed and edited by Scott Nicholls and produced by Sickboat Creative Studios.
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.