March 8, 2016

Spotlight: Martone Cycling Co.

Change is the healthiest way to survive – Karl Lagerfeld

Brazilian-born, Lorenzo Martone, is no stranger to change created by grit, courageous determination and self-guided evolution. His diverse background in PR, fashion advertising, even swimwear design led him across continents eventually landing in NYC where he founded Martone Cycling Co. This isn’t a surprising venture for someone whose best childhood friend Fina (Portuguese for skinny) was his first bike.

MCC bikes are neither skinny on style nor substance. MCC bikes answer the ongoing quibble of form vs. function – why not offer both? We can thank the small footprint of West Village living – his bike is a design focal point displayed in his living room. His background in fashion assured his bike needed to make a statement.

These bicycle beauties are outspoken with something to say. In bold colors red, purple, aqua, even glitzy gold they are noticed – causing heads to turn one might say they are fender bender prone. All bikes have a signature red chain which is performance driven by SRAM duomatic rear hub system for urban power pedaling – gears automatically change depending on speed. Quick errands are effortless with the option of a built-in handlebar basket to carry flowers, groceries or even your sweet little four legged friend.

Lorenzo hopped of his golden steed to answer our Spotlight questions. We welcome Lorenzo and Martone Cycling Co. to JayJeffers – The Store. These striking stunners newly grace our showroom. With all this style, a spin around the showroom (yes we’ve tried) is akin to riding the runway. Don’t believe us, just ask Karl Lagerfeld – he owns two. Come… enjoy the ride!

1) Which famous person would you most like to see play you in a film? George Clooney. I use to get that I look like him once upon a time – so it would be an honor to really make that a statement!

2) You’re a new addition to the crayon box, what color would you be (give it a name) and why? Fluorescent beige: it’s one of my favorite lines from Precious – movie directed by a dear friend, Lee Daniels.

3) What is your greatest indulgence? Well – I’m usually a low maintenance kind of guy but I do ride a gold bike – that would be one. I buy Dior clothes – and it does add up – its shocking 🙂 Sometimes I wash my face with Evian, aiming to look younger. It doesn’t work BTW.

4) What is on your perennial to-do list? Join classes at the gym and piano lessons. It seems just impossible to accomplish and these two things have been in my “New Year Resolution List” since 1998.

5) Who is on the guest list for your ideal dinner party? What do you serve? Mandela, Cleopatra, Hillary Clinton & Cher  Menu would be: champagne, champagne and champagne!

6) What would people be surprised to learn about you? That I can speak 4 languages! Portuguese, English, French and Spanish

7) What are you working on at the moment? Coloring the world street by street – one bike at at time. Currently working on developing an electric bike.

8) What is one thing you wish you knew when you were younger? “Everything is going to be all right.”  Also that only I pay this much attention to my hair – no one else.

9) You’re out biking on a fabulous Martone bike when it starts to downpour – what do you do? Enjoy it – life is short and rain washes your soul. Embrace it.

10) What item in your closet do you wear the most? Black leather Dior jacket – it knows its way to work. I wear it almost every day.

11) What songs best describe your work ethic? “Boys Don’t Cry” by The Cure. “We Can’t Stop” by Miley Cyrus.

12) What is your idea of the perfect day on a Martone bike? Fill the handlebar basket with a picnic basket by Dean & Deluca, see art shows in West Chelsea and end watching the sunset by the Hudson river.

13) How would you convince people to trade in their car for a cycling lifestyle? Biking is sustainable, inexpensive and results in sexy legs – what else do you want ???!

14) What inspires you? Travel. People. Music. Movies. Art. Lately Instagram.

15) What’s the best piece of advice you’ve been given? Your story is written with a pen. Hard to erase – so be careful with your words and actions.

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