SURLY WHAT A COOL NAME
Surly is the brand of bike I ride. They are a small company selling unique frame sets, clothing, whole bicycles, bike racks, and bottle openers. On the surface they appear to be a bunch of guys who are selling stuff they stole the night before. Under the surface they are a well run company with an excellent product selection and professionalism. Their unique niche has allowed them to thrive in a very competitive business.
Their marketing is genius because it portrays the same attitude as their bikes. They don't claim to be a hand built, professionally endorsed and you will pay dearly for it company.
They create an idea that serves a niche market, then they find someone to build it to their high standards. They make bikes that are tough, unique, and priced reasonably. They know how to appeal to the "My bike is "Mad Max" bomb proof and I don't need a four thousand dollar bike to prove I'm hip to the spandex crowd".
They sell frames made of steel with room for fatter tires. I bought a Cross Check whole bike for about seven hundred bucks, it's great for the streets and off road. I have beat this bike for years, commuting, jumping curbs, and 14000 miles of touring so far, it is a tough rig. Ask around bike shops and you will find many bike mechanics personally ride Surly but sell and work on the big brand names.
In my travels the people who noticed my Surly had chain wallets, tattoos, some were drunk, but no spandex. I love their company, products and image. No this is not a paid endorsement (but I would take free stuff).
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