When my editors gave me the not-so-simple task to photograph my partner Martin Swift with a $20,000 Colnago bike for the September issue of DC Modern Luxury, I had a lot of ideas. One of my favorite parts of shooting editorial is the opportunity for collaboration with the magazine's creative team. In this case, the creative brief outlined that they wanted something simple, graphic, and street while remaining aspirational.
With high-end bike in hand, Martin and I hit the streets of Georgetown early one Saturday morning. I wanted to tell a story of a stylish young man popping around town running early morning errands in style.
Why a $20,000 bike, you may ask?
That was my first question too: what makes a $20,000 bike that expensive, and who buys such a bike? Each element of the bike, from the frame to the wheels, are manufactured by hand in Europe in extremely limited numbers each year. That exclusivity contributes to price, as does the quality and weight - the bike is incredibly light. The typical customer for the bike is an ex-professional bike racer with a great job (multi-million dollar real estate agent, lawyer, lobbyist) who appreciates the craft and performance.