Vandeyk is one of those rare brands where art, engineering, and performance genuinely meet.

Not a “bicycle brand” in the traditional sense, but a collective

— designers, makers, engineers, and riders —

bound together by a belief that there's poetry in precision.

When Vandeyk was taking shape, I was brought in to help define its creative foundation.

I guess my role (as is always my role) was to articulate the philosophy that sat beneath the product:

intelligent, intentional, minimal, honest.

Nothing ornamental. Nothing unnecessary. Everything deliberate.

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Working closely with Arendt and Karsten, I helped shape a brand world where art, design, and engineering carried equal weight

— every line, every colour, material choice, tone, and behaviour rooted in one shared sense of purpose.

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Quiet confidence. Considered craft.

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‍CREATIVITY IS A BALANCE

—ART AND UTILITY, HEAD AND HEART.

The work spanned collections, films, photography, lookbooks, and eventually Vandeyk Racing

— where performance apparel was approached with the same discipline as the bikes themselves.

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No gimmicks. No bullshit. Just function elevated by craft.

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And like the other brands I’ve been proud to shape, this one worked because of the people

— a small group who cared deeply about what they were making and the culture surrounding it.

Creative partnership at its most focused and respectful.

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INTENTION IS THE REAL AESTHETIC.

‍FORM FOLLOWS FUNCTION,

BUT SOUL FOLLOWS CRAFT.

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Across every expression, the identity held true — precise in intent, pure in execution, quiet in ego.

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...and yes — that is me making a cameo in Machine for Riding.

(a reminder that sometimes the work really does come full circle)

TAKEAWAYS

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01

Helped define Vandeyk’s creative system and philosophy — uniting art, design, and engineering under a single, purposeful identity.

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02

Led creative direction across collections, films, and lookbooks, bringing restraint, clarity, and emotion to every expression.

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03

Created the brand and garment system for Vandeyk Racing — extending the brand’s DNA from bike to body with the same disciplined craft.