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.
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.
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.
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.
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.
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 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.