Moore Large has this week revealed a new BMX label – Social Bike Co – to dealers visiting its house show, soon set to go on the road.
Sat alongside Haro and Premium Products, the Social label targets the upper end of the market, offering ready to ride street, dirt and park bikes out of the box.
The line begins with an 18-inch model dubbed the Scout and according to Adam Garner who oversees Moore Large's BMX business "This isn't a scaled down 20", the components are properly considered, with shortened cranks and appropriate sized bars to fit with the current trends."
Garner, alongside BMX rider and new recruit Rob Andrews, has been working on designing and developing the bikes from scratch at Moore Large's Derby HQ since around November last year.
With seven models shown to dealers over the past few days, the line offers complete bikes ranging £319 through £619, including a model dubbed the Storm – a homage to Derby's now demolished indoor skatepark that bred talents such as Niki Croft and Matt Roe.
Aftermarket parts and a frame in three colours, dubbed the Disorder, feature. With stock arriving as soon as September, dealers will have access to front and top load stems, pivotal saddles and a nylon pedal, with items such as sprockets due in the near future.
Garner told BikeBiz that plenty more is in the pipeline too. "Eventually we'll look to offer even niche parts such as hubguards and pegs, as well as our own hubs and most other upgradeable components. The dealers who've seen the brand so far seem impressed, pre orders already placed show good faith in the new label."