Windwave have announced the exclusive UK distribution of Traitor Cycles, a North American company that specialises in high value steel road bikes.

Traitor Cycles is a rider owned company formed by Kevin Menard and Kyle Young of Transition Bikes, their mission to produce high value steel bikes with a unique style all their own.

All Traitor Cycles bikes are designed in-house. From custom laser-cut dropouts to their own geometry, everything they do on their bikes is unique. Production comes out of Asia and it is something they aren’t afraid to let people know. They visit all the factories that produce their products several times a year and have an intimate relationship with them to insure the quality of their products.

Peter Nisbet Managing Director of Windwave says: “I am very excited about taking on the distribution of this urban brand. This takes our company into a new market segment with massive potential as more and more people are using bikes for commuting and recreation. Traitor is a cool street brand; these fantastic bikes are the product of a dedicated group of guys who build what they want to ride. The focus is on functionality, affordability and most importantly rider’s needs.”

Traitor Cycles describe their philosophy as “having a huge passion for the bicycle as transportation as well as an expression of who we are. Why the name “Traitor”? If you’ve spent any time on a bike you know that sometimes you can feel like a traitor to all the cars on the road.

“Whether they are cutting you off, causing near death experiences or yelling profanities at you, it is easy to feel alienated on the road. For us being a traitor means choosing to ride your bike instead of driving and going against mainstream culture that teaches the car is king. We believe in equal rights on the roads for cars and bikes as well as bringing awareness of cyclists on the road so it can be a safer place to ride.”

For more info visit www.traitorcycles.com and www.windwave.co.uk