Overthinking & undercaching—so we simply named our bicycle brand “It Is What It Is.”

To emphasize this concept, we borrowed a few letters from well-known bicycle brand logos to piece together our own. We’ll definitely find a better chance to for returning the letters back.

We believe that in the cycling world, between pure performance-driven racing machines, cheesy commuter bikes, and overhyped status symbols, there lies a vast, overlooked space.

If you, like us, have been fooled enough by countless marketing tactics, yet still enjoy (buying) bicycles and still seek inspiration from them, then It Is What It Is.