The strategic cooperation between Selle Royal and carrier/mud/chain/dressguard maker Curana, which was announced at the 2009 Eurobike, has prompted the development of ‘Cosmetic Identities’ for bikes. They were launched by Curana at last September’s Eurobike.
Through the Selle Royal cooperation Curana developed five life style concepts for different target groups. With these concepts OEMs can easily adjust the styling of their bikes and target them to the different consumer groups.
The Curana Bike Cosmetics are called CCouture which of course relates to ‘haute couture’ in fashion. Curana has developed five cosmetic identities that comprises of mud/dress and chain guards in combination with saddles. The Selle Royal saddles comes in the same styling fashion as the of mud/dress and chain guards. The mud and chain guards are digitally printed. This offers Curana the possibility to quickly switch between the different CCouture designs.
The five CCouture Identities are:
• Cuban: vintage, retro
• Chrono: sport, performance
• Cult: skate, culture, rebel
• Commuter: restrained stylish
• Candy: colourful
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