The Chrome buckle was born of necessity - and resourceful, durable design remains integral to the brand today - Ben Delaney/Future Publishing
Chrome has four company stores. This is the San Francisco hub - Ben Delaney/Future Publishing
Chrome doesn't sell bikes but the company is all about them - Ben Delaney/Future Publishing
Bags modeled after the original are called 'Heritage', and come in a variety of shapes and sizes - Ben Delaney/Future Publishing
The larger Heritage bags have quite the carrying capacity - Ben Delaney/Future Publishing
Merino wool figures heavily in the clothing line - Ben Delaney/Future Publishing
Want to proclaim your passion for inexpensive American beer in a hip pouch? Then here you go - Ben Delaney/Future Publishing
A military theme runs through the Militia line - Ben Delaney/Future Publishing
Chrome has caught on with the US urban crowd outside of cycling, but bikes are core to the brand - Ben Delaney/Future Publishing
To check out the Chrome Flexplate shoes with SPD cleats, you can ride a fixie in the store - Ben Delaney/Future Publishing
Chrome Flexplate shoes have a recessed SPD cleat mount with a walkable rubber sole - Ben Delaney/Future Publishing
Chrome has four styles of shoe: Flexplate (SPD), Powerplate (stiff shank), All City (rubber sole) and Storm (waterproof) - Ben Delaney/Future Publishing
A pair of Chrome Flexplate shoes look like normal city kicks until you see the soles - Ben Delaney/Future Publishing
Chrome Powerplate shoes have rubber soles with a 3/4-length nylon shank for better pedaling - Ben Delaney/Future Publishing
Chrome All City shoes are designed to withstand the rigors of city riding - Ben Delaney/Future Publishing
Chrome Storm shoes are fully waterproof with taped seams - Ben Delaney/Future Publishing
If the deep selection of stock bags isn't enough, you can make your own - Ben Delaney/Future Publishing
You can order a custom bag online or in person, picking the materials, colors and design - Ben Delaney/Future Publishing
The custom bags are assembled at the front of the shop - Ben Delaney/Future Publishing
The Mason Riding jersey is made of merino wool reinforced with nylon. The double-layered shoulder seam and longer hem are designed for cycling with a bag - Ben Delaney/Future Publishing
You won't find much Tour de France art in Chrome; the company celebrates a different type of cycling - Ben Delaney/Future Publishing
Chrome Industries - a San Francisco institution - Ben Delaney/Future Publishing
Three urban cyclists wanted to make a messenger bag with a quick-release buckle, but they couldn't afford to. So they headed to a junkyard, cut a seatbelt out of a beat-up vehicle, and Chrome Industries' now-famous sack was born.
Today, the company has four shops – hubs, they call them – in the US, with distribution around the world for their bags, clothes and shoes, all dedicated to urban riding. BikeRadar visited the San Francisco hub and caught up with Chrome president Steve McCallion.
The larger heritage bags have quite the carrying capacity: the larger heritage bags have quite the carrying capacity - Ben Delaney/Future Publishing
The Heritage bag has an open style and can take large loads
We know Chrome for the bags. How long have you had company stores?
“We’ve always been doing the stores from the beginning [1995]. Even way back when it was in Boulder, [Colorado], then moved to Denver, we have been making stuff and selling directly. It’s really more a matter of necessity than a bold strategy. We need to have a place where we can tell the whole story.
“It’s more than just making bags. It’s about urban mobility. It’s about living in the city in a resourceful and creative way. Our bag helps you do that. And our footwear helps you do that. And our clothing helps you do that.”
Chrome doesn't sell bikes; but the company is all about them: chrome doesn't sell bikes; but the company is all about them - Ben Delaney/Future Publishing
Chrome doesn't sell bikes, but the company rotates around them
Where else are there Chrome stores?
“Our first was here in San Francisco. The second is in New York City, on Mulberry Street, north of Little Italy. Chicago was our third, in Wicker Park. And our fourth is in Portland, right down the street from Owl Bookstore.
“Each hub has a little different vibe to it. The crews love the city, live in the city, and bring that flavor to the hubs. Our San Francisco hub has a coffee shop in it, for example.
“We also sell through other stores. Some are bike shops, others are urban boutique of some type, be it skate or moto.”
To check out the chrome flexplate shoes with spd cleats, you can ride a fixie in the store: to check out the chrome flexplate shoes with spd cleats, you can ride a fixie in the store - Ben Delaney/Future Publishing
Want to try some SPD Chrome shoes? Hop on
Tell us about Chrome clothing.
“We were doing clothing out of the gate. There was always this desire to create useful gear that didn’t look like performance gear. We continue that philosophy today. For example, we have venting in the windbreaker – but it doesn’t look like it.
“We have three values we put into everything – simplicity, resourcefulness and creativity. That applies to the clothing and footwear as much as the bags.”
The mason riding jersey is made of merino wool reinforced with nylon. the double-layered shoulder seam and longer hem are designed for riding with a bag: the mason riding jersey is made of merino wool reinforced with nylon. the double-layered shoulder seam and longer hem are designed for riding with a bag - Ben Delaney/Future Publishing
Chrome's nylon-enforced merino Mason Riding Jersey looks like a wool T-shirt
Ben Delaney is a journalist with more than two decades of experience writing for and editing some of the biggest publications in cycling. Having studied journalism at the University of New Mexico, Ben has worked for Bicycle Retailer & Industry News, VeloNews and BikeRadar. He has also previously worked as Global Brand Communications Manager for Specialized. Ben covers all things road and gravel, and can be found logging big miles in the Rocky Mountains that nestle alongside his home in Boulder, Colorado. He has covered the most important bike races in the sport, from the Tour de France and Tour of Flanders, to the Unbound gravel race, and specialises in tech content, showcasing what the pros are riding and putting everyday equipment through its paces.
This website is owned and published by Our Media Ltd. www.ourmedia.co.uk
