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BE Cycle & Fashion 2010

Acting as a platform to encourage a more environmentally friendly lifestyle, Be Cycle & Fashion is an initiative linking 12 designers with 12 Peugeot fixed-gear bikes. The goal is to raise eco-awareness through sustainability and fashion. With eventual auction proceeds going towards charity, designers including Agatha Ruiz de la Prada, Marithé + François Girbaud, Kenzo Takada, Jean-Claude Jitrois, Antik Batik, Ora Ito, Swarovski, Ylan Anoufa were encouraged to embellish, adorn and invigorate each frame with color and positive energy.

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Created in collaboration with PR company Idenium, sustainable-news TV channel “La Chaine du Coeur”, and Peugeot, the Be Cycle & Fashion range of custom fixed gears will be auctioned off during an upcoming TBA soirée at Paris’ Palais de Tokyo in October. Proceeds will benefit ACT responsible (Advertising Community Together), a non-profit organization with the goal “to federate, promote, and inspire responsible communication on sustainability, equitable development and social responsibility.”

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Watch a “making of” video here, and stay tuned for coverage of the auction later this year!

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