Grant Petersen was a designer and innovator as well as U.S. marketing director for Bridgestone Bicycle Company during the 1980s and 1990s. After Bridgestone closed, he started Rivendell Bicycle Works, a mail-order and online bicycle company based in Walnut Creek, California and specializing in lugged cromoly bicycles — as well as parts and accessories.[1]
Petersen is widely known in the cycling community for opposing complicated design and slavish prioritization of speed, light weight and racing-led fashion — over tradition, comfort and durability. The company specializes in traditional bicycles, in response to mass-produced, mass-marketed design. In addition to lugged steel frames, signatures of this trend have included leather saddles and handlebar tape, downtube or bar-end shifters in place of brifters, and the use of "moustache" and "cruiser" type handlebars.
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