BikeBiz Bicycle and cycling retail news
Dahon has released a limited number of special edition folding bicycles and carrying bags with fashion brand Lee Jeans, available in Lee retail stores across Europe.
The co-branded range has been released under the ‘Urban MovbiLEEty’ banner.
Co-branded Vitesse D7s and Jetstream P8s will be on display in European Lee stores throughout June, and consumers purchasing a pair of jeans can enter a draw to win a special edition bike and carrying bag.
“Lee wanted to emphasise the modern, sophisticated, urban image that it has in Europe, so given our experience in urban commuting, partnering with Dahon made perfect sense,” explained Joshua Hon, vice president of Dahon. “Aside from being just environmentally friendly, urban cycling is increasingly being viewed as progressive and fashionable.”
In Italy, the bikes are being showcased in 14 large-scale department stores and consumers in the country can also download a mobile game where the user must navigate a folding bike aound obstacles in a city.
Dahon’s Italian distributor Tiziana Barbavara added: “Lee’s European marketing director first heard about Dahon through Dahon’s S.O.S bike program, where a special edition Dahon folding bicycle was made available to relief organisations around the world. He was impressed with the concept of urban mobility that Dahon promoted and felt that the corporate and social responsibility of the company were such that he wanted to bring Dahon and Lee together for this project."
