On the first page of the 1994 Serotta catalog, Ben Serotta outlines his raison d’être: ‘If you can’t build something good, both in quality and aesthetics, something you’ll proudly put your name on, you probably shouldn’t build it at all’. That mission statement stands behind every bike that bears Ben’s name, a timeline that dates back to 1972, including this Colarado ATX from 1994.
The Colorado ATX was a TIG welded frame and this example, spec’d with Shimano’s XTR components, belongs to the collection of Velo Ciao — a rare mountain bike in a mostly road-centric range. The original owner had the option of front shocks over the rigid standard but thankfully decided not to upgrade, as rigid forks never get superseded.
Serotta no longer offer a fat tire model in their lineup, specializing instead on road frames. Each frame is manufactured in their Saratoga Springs, NY, and Poway, CA, factories by real people that are passionate about their craft and the brand. See what they’re up to these days, and read what Ben has to say about his iconic brand, by heading to their website. Thanks to Culture Cycles for the tip-off.