16 Jun. 2009
TOPSHOP TO BRING CYCLE CHIC TO NEW YORKTopshop is bringing cycle chic to New York with free bicycle rentals from its SoHo store, plus cycle styling tips for the ultimate bike look.
For one week beginning Jun. 20, New Yorkers will be able to hire one of 30 Topshop bicycles and free-wheel around the city in style. There will be no charge for the bike hire, and there will even be a bike valet outside the store to take care of customers' bikes as they shop.
Everyone who borrows a bike will receive a fashion map that will take them round a choice of three separate routes via Topshop's favorite New York haunts. The route will encompass sweets at Tea & Sympathy, a visit to the DIY clothing emporium Home Ec from the owners of Flirt boutique, and a trip to Pixie Market to browse up-and-coming designer offerings. The map will also include places such as Hello Beautiful, the nail bar, in Williamsburg, and Santa Maria Novella in SoHo.
People pedaling around the city will be invited to take street style snaps of their cycling looks and submit them into a competition hosted by Chictopia.com. Each week there will be five winners, four chosen by Chictopia.com users and one chosen by Topshop; each winner will receive a set of wheels. In-store, customers will also have the opportunity to have their picture taken by legendary nightlife photographer Nicky Digital in front of a street style backdrop.
The special events don’t stop there.
Topshop is hosting an exclusive al fresco screening of classic film 'Blow Up' on Jun. 26 at The Yard in Brooklyn. After the film there will be DJs, including Mia Moretti and Erin Lucas, dancing and drinks, plus a bike valet so winners can ride their bikes to the event. The only way to get a much coveted ticket is by finding one of the winning tokens hidden around the store in the days leading up to the screening.
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