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In the world of fashion, few names resonate with as much elegance and innovation as Rejina Pyo. The London-based designer, known for her minimalist, architectural designs has seamlessly merged her aesthetic sensibilities with the practicalities of modern urban living. We caught up with her on the streets of Soho, London, to talk fashion, sustainability her favorite mode of transport.
Cycling Roots: A London Love Affair
Cycling has not always been a staple in Rejina Pyo's life, but it has certainly found a permanent place now. "I had been cycling when I first moved to London in 2007 and slowly fell out of it. I always missed the feeling of it," Pyo reminisces. Living in North London, the daunting hills initially deterred her. However, the Cruiser and its AdaptivePower tech changed everything. "Now with Cowboy, I am not scared of any hills."
"Now with Cowboy, I am not scared of any hills."
Rejina Pyo
Owning an e-bike has totally changed Pyo's daily routines. "My commute used to be public transport or sometimes cars, but since my Cruiser, my preference is cycling. We don't get to move our body enough throughout the day, and I love the moving meditation on a bike. I enjoy it so much and feel great arriving at work or home.
A Designer's Eye for Detail
What drew Pyo to Cowboy was its sleek design and user-friendly app. "As a designer, I didn't like any electric bikes until I saw Cowboy. I loved the seamless design and the app experience. And of course, when I tried it, the functionality confirmed that it's not just about the looks."
The parallels between the Cruiser and Pyo's own design ethos are striking. "How it looks is so important; that's when you get attracted to something initially. Then it's vital to have the functionality. You need to be comfortable with it. It's similar to how I design – we create products that look great but are also great to wear and use every day, not just for an occasion. That part resonated with me."
"I also love seeing how much I've cycled in a week – the analytic side. It really teaches you that every little bit helps."
Rejina Pyo
Riding her Cruiser might even be having an impact on Pyo's creative way of working. "I am sure it is in a more unconscious way, as I really get to unplug my mind even if it's 20 minutes here and there. It clears your head, which I am sure is positive for my productivity. Even just from a practical perspective: the phone charger setting has saved me so many times. I also love seeing how much I've cycled in a week – the analytic side. It really teaches you that every little bit helps."
Commitment to Sustainability
Sustainability is at the core of Rejina Pyo's brand. Cowboy, with its B Corp certification, aligns perfectly with this commitment. "Sustainability is something we consider before we make any decisions in our studio. Having timelessness and longevity at the core of the brand, you cannot think of that part separately. Seeing the CO2 saved in the app, I know it's a small act on a global scale, but I hope we can build a bigger cycling community in London."
"Seeing the CO2 saved in the app, I know it's a small act on a global scale, but I hope we can build a bigger cycling community in London."
Rejina Pyo
While Pyo hasn't tried many other e-bike brands, the Cowboy stands out for her. "I have tried rental e-bikes, which sometimes scare me as they zoom out unexpectedly. But Cowboy feels like riding a normal bike, which I love. The two settings make it flexible whether you want to put more effort in or less at the end of a tired working day."
Joining the Community
Being part of the Cowboy e-bike community has been an unexpected pleasure for Pyo. "I didn't think I was in the community until I saw other people riding Cowboy. There's a communal acknowledgment, an 'if you know, you know' kind of thing. Sometimes people just come to me and start talking about the bike, which I find interesting."
The Cowboy e-bike has given Pyo a newfound sense of freedom in London. "I only have a driver's license in Korea, so I don't drive in London, and it's crazy to drive anyway. I didn't realize how much I missed the authority you get from just riding from A to B whenever you want. It certainly gives you freedom, which I didn't know I was missing."
"It certainly gives you freedom, which I didn't know I was missing."
Rejina Pyo
In a city as vibrant and dynamic as London, Rejina Pyo's embrace of the Cowboy Cruiser ST is a testament to its harmonious blend of style, functionality, and sustainability. Just as her fashion designs have transformed wardrobes, her new Cruiser is helping redefine urban mobility.
