Abici: bicycles, Lambrusco and technology
“Abici Italia” is a play on words (“bici” in Italian means “bikes”) that sounds like the beginning of the Italian alphabet: a name chosen to express the idea of starting from the basics. Starting over doesn’t mean that you look back and give up every past accomplishment, but that you find a connection to the past within this jumble that is the present.
“Abici Italia” is the result of a special evening, in which three friends sitting in a pub were struck by an old bicycle catalog: as they poured over the pages dedicated to the work of a craftsman from the 1950s – and poured themselves a little Lambrusco, to clear their heads – they were inspired to try and start over from those shapes and proportions, from those stunningly simple lines.
If anyone still believes that craftsmanship is something of the past, and that the skills of manual work have no relation whatsoever with science, they are wrong.
To change their minds, all they have to do is look at these bicycles and get to know who invented and launched them: only a well-balanced cocktail of craft, technology, and management skills could yield such beautiful and high-performance results.
Some say that designer Ettore Sottsass, when he saw some space capsule components at NASA, commented, “It’s full of craftsmen around here”.
A good anecdote to clear one’s head.