A collection inspired by cyclist fashion, was teased and launched in a way we have known to communicate with New York City bike messengers: via text. A billboard teaser in lower Manhattan announced something you could “Text To Buy”.

A couple of days later, the first piece of the collection was revealed- all you needed to do was text the number above.

A series of wall postings all over the city revealed the collection which was sold exclusively via text and delivered to you by a bike messenger dressed in the collection.

Drop 1

The first drop of the collection was presented in a mysterious way, never revealing the faces of the bike messengers and only showing one item of clothing at a time.

Photographer: Juergen Teller

Drop 2

Photographer: Juergen Teller

Drop 3

Photographer: Juergen Teller