House Industries Velo Collection

House Industries Velo Collection

Delaware’s House Industries recently made the headlines with the marvellous branding work they created for Richard Sachs and his cyclocross team, and his retrospective exhibition that was held at Rapha’s New York Cycle Club.

Riding high on that wave, the type foundry have just released Velo, a collection of Objects that celebrate their own love of cycling, spearheaded by the Velo font and a series of frames, built by the legendary Waterford of Wisconsin.

House Industries Velo Collection

The Velo collection includes a serif font in sixteen weights that works equally as well for headlines as it does for text-heavy applications. The font features as the logotype on the downtube of the handsome, Waterford-built frames.

House Industries Velo Collection

The frames are the kind of classics that Waterford is famous for: formed from the Schwinn Paramount Factory, they are elegant sportif-style bikes that are timeless in design, even more so as part of this limited edition.

House Industries Velo Collection

Built from TrueTemper OX Platinum double-butted steel tubing, Waterford lugs and steel Waterford fork, the frames are well-matched with the pairing of curated Paul Racer brakes, King Cages, Cinelli Volee bartape and Brooks Swift saddle.

House Industries Velo Collection

Portland’s Tanner Goods also came to the party with a bespoke saddle bag embossed with the Velo pattern, as did Specialites TA, releasing a crankset to match. House-branded bidons and shop ‘rags’ complete the picture.

House Industries Velo Collection

The collection features apparel and coffee accessories as well: two Tshirt designs for both men and women and tall and small porcelain coffee mugs by Nagasaki Prefecture’s Hasami Yaki, whose craft dates back over 400 years.

House Industries Velo Collection

House collaborated with San Francisco’s maker of raw selvedge denim, Tellason, to produce a pair of jeans for the Velo collection, with the same checker design on the leather tab and their renowned standard of quality.

Head to the House Industries website to browse the entire collection, and the Velo Serif font.

House Industries Velo Collection

  • 333fabmax

    Once again House Industries KILLS IT!

  • adanpinto

    Very nice, but not as nice as the RS designs they have made. I don’t really like the font and the letters in the frame are too big for my likes.

  • Phill

    Can’t for the life of me understand the mentality of the people who buy these things. Why would you want a Waterford frame with someone else’s name on the down tube? I thought Waterford were one of the most respected custom builders in the world, is their logo somehow not good enough? Perhaps the font they use isn’t considered cool?

  • Troof

    Waterford is in Waterford WI, not Milwaukee…

  • Jon Williams

    Sorry, but all this stuff has a total “Sky Mall” vibe to it.