Birth of a Trend: Cycle ChicIBM Social Sentiment Index

Cycle Chic is a burgeoning fashion/transportation movement dedicated to cycling in stylish street clothes, often atop classic bicycles. The mostly urban phenomenon has spread around the world to many cities – largely via social media. The following map illustrates how discussion of Cycle Chic has propagated online year by year. The infographic was created using advanced analytics and natural language processing technologies to analyze large volumes of social media data, including Twitter, blogs and message boards.

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2007 Birth of a Trend: Cycle ChicThe first blog devoted to Cycle Chic is created in Copenhagen. Quickly, social sharing of pictures of chic cyclists, their bikes and accessories becomes a key activity for enthusiasts. Within a few months, the initial geographical jump occurs, as online discussion of Cycle Chic spreads from inside Copenhagen to Berlin, the first indication that Cycle Chic spreads through cities with strong artistic communities.

Introduction 2007 2008 2009 2010 2011 2012

Introduction 2007 2008 2009 2010 2011 2012

2008 Birth of a Trend: Cycle ChicA Cycle Chic Manifesto, published online, urges “Style over speed.” According to the Manifesto, adherents must “contribute visually to a more aesthetically pleasing urban landscape” and “refrain from wearing and owning any form of ‘cycle wear’”. The online discussion of Cycle Chic spreads to Stockholm, Portland (Oregon) and Los Angeles. Online chatter increases 228% over 2007.

News

Dashing Tweeds® textile and clothing company founded in the UK.

Outlier®, a clothing company, established in New York, introduces “bike-to-boardroom” pants.

In Munich, Stilrad® brings a gallery aesthetic to bicycle retailing.

2009 Birth of a Trend: Cycle ChicThe Cycle Chic movement begins to gather steam, with online discussion spreading to London, Amsterdam, Dublin, Atlanta, New York, Ghent, Boulder, Seoul, Charleston, Phoenix, Poznan, and Dallas. Online chatter increases 210% over 2008.

Introduction 2007 2008 2009 2010 2011 2012

NewsThe first “Tweed run” -- events where people dress in vintage or modern tweeds and cycle in groups – is organized, in Savile Row, London,

Hudson Urban Bicycles® (HUB) in the West Village, NYC hosts Bike Style Saturday Night, a fashion show featuring chic cycling wear.

Po Campo® founded in Chicago, offering stylish bicycle bags and accessories.

2010 Birth of a Trend: Cycle ChicOnline mentions of Cycle Chic appear in Chicago, Barcelona, Sydney, Valencia, Vancouver, Lisbon, Helsinki, Bei-jing, Sacramento, Vienna, Toronto, Rio de Janeiro, Canberra, Johannesburg, Boston, Tokyo, Singapore, Shanghai, and Mexico City. Online chatter increases 274% over 2009.

Introduction 2007 2008 2009 2010 2011 2012

News

The Bristol Cycle Festival is founded.

At the Velo City Global conference, Copenhagen’s cycling movement is proclaimed “a celebration of democracy.”

2011 Birth of a Trend: Cycle ChicOnline discussion spreads to Montreal, Bogota, Moscow, Oporto, Ottawa, Paris, Sao Paulo, Seville, and Seattle. Online chatter increases 159% over 2010.

Introduction 2007 2008 2009 2010 2011 2012

News

Chrome Industries® debuts Kursk® cycling shoes with classic sneaker design.

Ralph Lauren® introduces Tweed Run-influenced Rugby® collection.

Target® begins selling new Missoni® for Target bicycle

2012 Birth of a Trend: Cycle ChicThe number of blogs associated with Cycle Chic tops 100. Tallinn, the capital of Estonia and ranked as one of the top ten digital cities in the world, is added to the online discussion. Online chatter increases 170% over 2011 (partial year).

Introduction 2007 2008 2009 2010 2011 2012Trademarks and Registered Trademarks are owned by the applicable corporation in the United States and other countries. Copenhagenize Consulting claims to own the trademark in "Cycle Chic" in Denmark

NewsFashion weeks in New York and London meld high fashion and cycling.

Levi’s® creates Commuter Series™ jeans.

Gucci® introduces “Bianchi® by Gucci” bicycle.