When you hear the name "KONA BIKES," what kind of bicycle comes to mind?
Some might think of an MTB, others might picture a gravel bike like the ROVE, or perhaps the DEW, which is just right for city riding.
Born in Vancouver, Canada, in 1988, KONA is a brand that has spent many years crafting bicycles across various genres—primarily MTBs, but also road, commuter, touring, and gravel bikes.
For us at Circles, KONA is certainly not a new presence.
So why is Circles choosing to carry KONA again now?
In considering that reason, I feel that the year 2026 holds great significance for KONA.
A Rebuilt KONA and the Evolution of the 2026 Models
In truth, the KONA brand itself has undergone a major turning point over the last few years.
Around 2021–22, KONA fell under the umbrella of Kent Outdoors, which ramped up their D2C and omnichannel sales efforts. However, the years that followed were by no means smooth sailing for the brand.
Then, in 2024, KONA reached a major crossroads.
The founders, Dan Gerhard and Jake Heilbron, bought KONA back.
KONA has dubbed this new phase "KONA 3.0," declaring a return to being a brand owned and operated by riders themselves. A significant change during this transition has been the relationship with bike shops.
While KONA had at one point strongly pushed for D2C, they have pivoted back to a sales structure centered on bicycle retailers. They are rebuilding their relationships with dealers, and the brand itself is returning to its roots: the "joy of riding" and the "free-spirited thinking born from mountain biking."
In June 2026, the company saw a leadership transition, with founder Jake Heilbron handing the reins to Charles Russell as President and CEO.
And these changes are firmly reflected in the 2026 product lineup.
KONA’s Approach to Manufacturing
Before we dive into the specifics of the 2026 models, we must discuss the philosophy KONA uses to create its bicycles.
To date, many famous mass-production manufacturers have prioritized racing as a promotional tool to increase sales volume. In that process, they have often introduced unnecessary specs or proprietary mechanisms that have left general consumers feeling overwhelmed.
On the other hand, I believe the KONA brand has always walked a path somewhat different from the bike philosophies favored by those big manufacturers.
At the heart of the bicycles KONA creates is a design philosophy focused on how to have a fun experience on a bike.
They approach manufacturing differently than other brands—for instance, by prioritizing "durability" in material selection over the "lightness" or "specs" that average amateur cyclists often overemphasize, or by purposefully choosing not to manufacture bikes in categories that don't fit their design ethos.
They consistently practice a style of manufacturing that prioritizes the fundamental question of how an average cyclist actually uses their bike.
The fact that they remain one of the few mass-production manufacturers still producing the steel bikes we love so dearly is a clear reflection of KONA's manufacturing stance.
How is it different from a 50,000 yen bike?
As you all know, recent global instability, rising prices, and exchange rate fluctuations have caused the cost of everything, not just bicycles, to skyrocket.
The current price for KONA's representative, classic all-rounder, the "DEW," starts at 100,000 yen.
So, what makes it different from a bike in the 50,000 yen price range?
In short, it’s not about whether the bike can simply move; it’s about whether it is designed for the rider to comfortably "ride," "turn," and "stop" for a long time across various situations.
It’s not just because it has expensive parts. The frame, tires, brakes, gears, and overall design are integrated to expand the "places a bike can take you"—from daily commuting to side trips on the weekend, venturing off paved roads and onto bumps or gravel paths.
Are you buying a bicycle merely as a "means of transport," or as a "tool to enrich your life that can be used safely and enjoyably for a long time"?
While a 50,000 yen bike might cut corners based on price, KONA crafts its bikes with a focus on the overall balance.
Considering the Localized KONA DEW, Now
I believe that evaluating a bicycle means recognizing "personal requirements based on regional conditions," "choosing according to one's own preferences," and, if possible, actually riding it to "form your own honest opinion."
For example, the "DEW" that we are carrying this time was, up until the 2025 model, quite similar to what we call a cross bike.
For the 2026 model, everything from the frame to the geometry is new, adopting large-diameter, 29x2.0-inch tires. Furthermore, it incorporates wide riser bars that evoke a mountain bike feel.
At first glance, you might think, "It’s just a cross bike with a few changes." But in reality, that’s not the case.
It reflects KONA’s stance of re-integrating the mountain biking mindset they have cultivated for years into a city bike, and it reveals where the new KONA is headed.
What Circles values isn't about specs like "how many km/h will this go" or "how many grams lighter is it."
It’s about riding a bike to go a little further, changing up your usual route, and enjoying the journey to your destination itself. It’s about how having a bike in your life makes your everyday existence a little richer. When we think about that way of living with a bicycle, we find so much to resonate with in KONA.
Despite being a brand that has continued since 1988, they have experienced a major shift and are now looking back at their own origins while trying to build new bicycles. At this timing, we have built a localized version of the 2026-phase KONA DEW that is easy to use and fun to ride in the city of Nagoya, where we live.
The versatility of the KONA DEW—the fact that even if you don't know what you want to do yet, its inherent flexibility means you can eventually do just about anything—makes it, including its price range, the perfect first bike for many newcomers.
Furthermore, we believe that for pure cyclists who have come to understand the "essence of riding," "bike design," and even the "freedom a bicycle possesses," it actually has the potential to be the best bike they've ever owned.
How to Choose a Bike
When you choose a bike, what do you prioritize and how do you go about it?
What is particularly important when choosing a bike is that before you "get to know the bike," you must first "get to know yourself."
This applies equally to those encountering a bicycle for the first time and those already deeply immersed in a life with bicycles.
It is important to set aside extraneous knowledge like brands and grades, and ask yourself what you really want to do with a bike, or what you wanted to do in the first place. Try to let your imagination run wild regarding how that bike will use to enrich your life.
And with that image in mind, come play at Circles.
We will do our best to draw that image out of you and provide you with the best and most reasonable bicycle for your needs.
Please feel free to drop by.
If we can help create a rich life with bicycles together, that would make us happier than anything.
