The Diary: Cervélo's inaugural Pitti morning ride
Renowned US bike brand Cervélo joined forces with Gentleman's Journal for its inaugural Pitti morning ride, followed by breakfast and a glimpse of its World Tour Team winning bikes
It can be so easy to get caught up in the frenzy of Pitti Uomo – the endless shows, collection viewings and cocktail parties, not to mention the mere spectacle of the infamous Pitti Peacocks – that one forgets to take a breath. Enter Cervélo. The renowned US cycling brand – one of the biggest manufacturers of time trial, triathlon and road bikes, has entered the sartorial world, launching its biannual Pitti morning ride this June as a way to encourage the stylish pilgrims of Pitti to squeeze in some exercise and fresh air, as well as the sights of Florence, before the city awakens and their busy days begin.
With the Tour de France starting from Florence in a couple of weeks, Cervélo took the opportunity to kick off the summer with their inaugural morning ride event on Wednesday 12th June, held in partnership with Gentleman’s Journal. Cyclists – including photographers Adam Katz Sinding and Aidan Parisi, Simon Crompton of Permanent Style, menswear influencer Andreas Klow and founder of Angel Bespoke Angel Ramos – rose early to meet for a quick caffeine fix at Florence’s stunning Sina Villa Medici, before setting up bikes and heading off on their morning ride, which took them across the Ponte Vecchio bridge and through the hills on the other side of the river. There was an obligatory pit stop at Piazzale Michelangelo to take in the views of the Florence cityscape drenched in morning sunlight, before riders cycled through the streets of Florence, crossing a number of famous bridges, back to the hotel for a well-deserved breakfast of bacon and eggs.
Finally, riders were treated to a glimpse of Cervélo’s World Tour Team winning bikes, including the bikes of the winners of the three Grand Tours – Primož Roglič, winner of the Giro d’Italia; Jonas Vingegaard, winner of the Tour de France; and Sepp Kuss, winner of the Vuelta a España. And the day was just beginning!
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