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brand

Never Chasing Never Following.  We are lost in time, lost in Italian films and fever dreams. 
Our inspiration comes from old Italian ladies wearing black, mountain roads through tiny villages, Campari, swimming in the Mediterranean, Marcello Mastroianni, Monica Vitti, summer meals on the patio, my grandfather sitting under the grapevine, espresso in cafes, ripe figs from trees, all these things make us who we are.

Mastroianni, Vitti, Antonioni and so many more shaped how I see the world and inform our brand message.


A lot of people say they are brand builders.
I started this brand with my own money, put my family name on it, put my heart and soul into it as a vehicle for everything I love and how I see the world. I created my own perfect client, a client who makes beautiful images and films strictly because they are beautiful. I made a company who makes beautiful kit just because they can. VITTI Cycling is a repository for all the things I love in the world in a way that is unaldulterated, unapologetic and resonant.





             Photography is storytelling at its most basic. It is pure montage stripped back to only the image. It has been a pelasure to have worked with friends far and wide to create photo stories for the brand that are unapologetically editorial.


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Our films, an outlet to channel all of our love of Italian cinema







“Non Dimenticare Chi Sei” .... It means don’t forget who you are. It’s the ethos of our brand. My grandfather said it to me when I started traveling all over and was away from home for long stretches. He told me, non dimenticare chi sei because he wanted to remind me that no matter where I was in the world that my family were always there for me. 

“Non Dimenticare Chi Sei” as a brand message has resonated with our customers and on social media as a reminder to stop and breath and take stock and not to forget who you are.


Enzo,  Our fearless leader. 







films



I love everything by Michelangelo Antonioni, Visconte and Kubrik. I grew up with saturday morning movies of Peter Sellers, Mastroianni, Monica Vitti and Cary Grant. 

Through the brand we were able to make montages of cycling in a way that pays tribute to the things we love in filmmaking.



The initial brand launch film shoot in Ventimiglia Italy capturing the essence of the brand through the sights and sounds of village life.
A tribute to Italy, post modernism and all things we love in film and cycling.



Pre launch teasers for social media.

In some repects these short teasers for social media where the most fun to make. We could cut from bigger projects and use the in-between moments to make something unexpectedly post modern and loose.




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Shot in Queens NYC for the launch of our Latitude collection. This film captures what it means to be in the heart of the city in a vibrant and essential neighborhood. Capturing the hum of the street, the people and trains and all things Queens on a hot summer day to showcase cycling in the city in a different unexpected way.


Shot in Boston at night in the back alleys and deserted downtown for the launch of our Carbon collection. We used the still and empty city streets as a surreal backdrop for our campaign launch.






 


 design




Telling the story of the brand in a way that informs the identity as a reimagined modern classic. 


Inspiration.  

At the beginning of VITTI I reached out to my circle of graphic designer friends to flesh out the look and feel of the brand. We worked together to create the design elements from logo to collateral to apparel reflecting the inspiration and original vision.

Shaun Sundholm / Chuck Seelye / Wesley Dorsainvil













Thank you cards that were sent along with purchase including stickers of Enzo and Veni Vedi Vitti.














Veni Vedi Vitti. We came, we saw, we conquered... we stole from Julius Ceasar.

Enzo


Our fearless leader came about from a text with the amazing Australian artist Mikey Freedom. We went back and forth about things we both loved and felt were a bit lost in today’s world... a throwback icon, a character that encompassed vintage cycling in a specifically Italian way. We have mad plans for Enzo... stay tuned. For the story and interview with Mikey check it out here.










 

journal






I write a lot. I always have, it’s been way to put down on paper the running monologue in my head. I never really put it into the world before because it wasn’t in the job description as a photographer. As the CD and CEO and all things head office for my own brand I get a chance to write often.  I get to say things that otherwise would go unsaid, all the little thoughts that swirl around find a home here in the journal.






social




Our strategy is simple. Make beautiful images that stand out through all the noise of social media and let the audience come to us organically. We launched at the beginning of Covid, as timing goes it wasn’t great but it’s where we were. We established our brand indentity with a worldwide audience in a competitive space as a niche cycling brand with a unique point of view. We grew organically to attract followers and engage with people worldwide as a result of staying true to our ideals of making beautiful things and being honest about our message of quality and care. 



Ambassadors


We have been fortunate to have amazing brand ambassadors. Mostly all of them had never been a brand ambassador before. They come from all parts of the world but have in common amazing creative skills, an obsessive love of cycling and they are all truly excellent people. 

Barcelona
Sicily
Italy
Tokyo
Italy
Italy
Sicily
Odessa
Morocco
Italy
Sicily
Odessa
Tokyo
Switzerland
Barcelona
Tokyo
Switzerland
Portugal
Switzerland
Italy
Barcelona
Switzerland. 
Nina actually tattoed our brand message on her leg. “Non Dimeneticare Chi Sei” She did it entirely on her own because of what it meant to her. 
Portugal







photo





Photography is storytelling at it’s most basic. It is pure montage, unadulterated and unapologetic. Beautiful photography forces the viewer to bring their own ideas to bear, to identify with the moment in a way that is heartfelt and unique. 
It has been our absolute pleasure to be able to work with friends far and wide and give them carte blanche to create stories that matter, giving them the freedom to create as they see fit. The only brief was, “do what you do, and make images that you love”.






Our initial brand shoot. This series is mine, shot in the seaside town of Ventimiglia and the surrounding mountains in Italy.




The streets of NYC shot by photographer and long time conspirator Henry Hung.






Cycling in Yorkshire and the surrounding countryside of England photographed by Matthew Randall.



Los Angeles cycling as seen through the lens of friend Rennie Solis.







A journey through Ireland through the eyes of it’s favorite photographic son Andrew Hetherington.