Hello everyone! This is Eri from the Circles web shop, and I’m in charge of photography! In mid-August, I flew over to the US to help our very own SimWorks crew at MADE, which was held for the second time in Portland, Oregon.
What is the MADE Bike Show?
It is an event where over 200 American handmade bike builders and parts manufacturers gather in the heart of cycling culture. It is a precious venue where industry professionals and customers who want to understand the philosophies and methods behind what is created come together to interact. Setting itself apart from events that focus solely on speed or weight, it allows you to feel the beauty inherent in bicycles themselves, as well as the pure and easygoing humanity of the people involved in the cycling industry. Since the SimWorks USA office is located locally in Portland, we are inseparable from MADE.
What is SimWorks?
Some of you may already know the relationship between Circles and SimWorks, but let’s go over it again.
SimWorks is a brand started by the Nagoya-based bike shop Circles with the goal of reviving Made in Japan products for the future of cycling. For 15 years, we have been dedicated to manufacturing based on the motto of "functional beauty," working with domestic factories such as Nitto, Mikashima Seisakusho (MKS), Honjo Koken, and Panaracer. We have been nurtured and loved by cycling enthusiasts all over the world.
In 2017, we established the SimWorks USA office in Portland, taking on the role of distributing SimWorks products worldwide and delivering not just the goods, but the culture and vibes that come with them.
As for the dream bikes that made an appearance at the MADE venue, correspondent Shige has covered them, and the beautiful story of SimWorks and MADE has been written by Circles Group concept representative Shinya Tanaka. So, once again, I’ll be reporting from the bike parking lot to explore the daily lives of overseas cyclists with high "cycling IQs"!
SimWorks Products
Using things thoroughly is definitely their style. SimWorks products, which are durable and easy to fix even if they do break, are loved for their quality that can handle such tough use, as well as their humorous approach to design. That is why they are found on many bikes owned by people with high cycling IQs.
I think this year's most popular item might be the Obento Rack—it's easy to attach to any bike, and its simple appearance looks great on chromoly frames.
Products carried by Circles
Circles values stocking products that are authentic, have a story, and show the face of the maker. It makes me happy to see these products in the US, the center of bicycle culture.
The popularity of ULTRADYNAMICO remains strong, and their adoption rate on bikes built for hard riding is remarkable. They are so good at choosing sizes that match the times and needs, and their secret to being loved may be that they keep releasing products that make you realize how fun and exciting it is to choose even just a single tire.
Cargo Bikes
Cargo bikes have also been seen more frequently in the US in recent years. What they are actually carrying and how they are used really brings out their unique styles—enjoying a ride with kids, touring the world, or even grilling hot dogs! Cargo bikes give the impression of being ridden by people who are good at enjoying things with others, rather than doing things silently alone. Seeing OMNIUM, which we started carrying at Circles this year, being put to good use makes me so happy!! I hope to see more working bikes in Japan too!
With Bicycle
This is Jossie, who works at Kissing Crows Cyclery. He loves SimWorks products and happily posed for a photo, saying, "Look, look! The brass series makes my bike shine even more!" He is also a fan of the Sycip Designs and SimWorks collaboration handlebars!
A couple who came to MADE all the way from Vancouver, Canada. "We ride all sorts of bikes, but KONA is simple, affordable, and we love it," they said. When I told them that KONA is also very popular at Circles, they looked so happy. I can't wait for the release of the 2025 KONA models, which are perfect for a first sports bike!
Isn't this SEVEN and its owner just too cool? A bike built cleanly with a good understanding of the virtues of titanium, it leaves a great impression because you can tell he actually rides it. With a hub dynamo and flat bars, he said, "I like that I can ride it for everything from touring to commuting!" You can feel his attention to detail in the custom-made frame bag as well.
Cody, who is solely responsible for producing our SimWorks SimLoader series, of course rode his bike to the event! He's riding a Crust Romanceür. "I love this commuter style with a classic lugged frame combined with Rivendell handlebars—I can go anywhere on it," he told me with a smile. The handmade bag using X-Pac and cotton fabric is wonderful, and I'm looking forward to the day it becomes a product at SimWorks.
It's fascinating that there are so many people who aren't swayed by trends and have a clear sense of what they like, and you can catch glimpses of their personalities and riding styles from their bikes.
They are good at taking care of old things, and they are also skilled at creating new values. Their style offers so much inspiration, and the way they choose things based on whether they can love them for a long time—transcending the concepts of "old" or "new"—is truly beautiful.
With that, next time I will share the report on the "We Played Seriously Again This Year! After MADE Show Bikepacking Tour."
