Trek’s Custom Bikes
Apple profiles Trek and the tools they used to create their Project One experience. It’s an interesting read with quotes like, “a bike isn’t just a set of wheels. It’s an extension of bone and muscle, a projection of personality in motion. It’s not merely a machine, it’s personal.”
In the Santa Barbara photos, you can see the Project One bike Union Bay Cycling is racing on this year and, as I’ve posted before, getting personal is an alternative to an industry that’s increasingly homogenized.
Also noted on Treehugger.