What if we start treating this unprecedented moment of scarcity as an opportunity for change?

2021 sees us in a unique position. 

 

Fast consumerism in cycling has lost its usual traction, simply because due to COVID-19, supply can’t meet demand. Pretty much everything you want or need for your bike will be hard to get your hands on.


What if we start treating this unprecedented moment of scarcity as an opportunity for change, and celebrate it instead?
 
Celebrating scarcity means honouring the aged and pre-owned. Nurturing what you have instead of longing for that N+1.

 

Cherishing that first scratch on your bike, as it reminds you of all the adventures you shared with it. And if your journey with it ends, it could mean the same to someone else. 


​Holding on to something longer also reduces your impact on the places you love to ride.

 

Even more so: the easiest way to reduce your environmental impact is to use your stuff longer, or to extend its lifespan by sharing it with others.

 

How beautiful is that.

 

Shift will be rolling out several campaigns and activities this spring to celebrate scarcity. 

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