RUBBER N'ROAD: I love New York

The American brand RUBBER N’ROAD is one of a kind. Not only are its products designed in the Big Apple, but most of them are also manufactured there. Given the importance its managers place on the ethics of their business partners, we are truly proud to count them among our suppliers and to offer their clothing.

 

Interview with Gil and Max, the brand's co-founders.

 

How did RUBBER N’ROAD begin?

GIL: First and foremost, it's the story of friends who wanted to offer cyclists in New York direct access to innovative product design and creation. We started out selling different clothing, accessory, and bicycle brands that we selected individually in our store. The idea was to express our philosophy and desire to help independent brands grow through other people's products.

 

We were very successful and could have left it at that, but several of our suppliers changed their business strategies after diluting their decision-making power through external investments. As a result, their methods no longer aligned with our values. The choice we faced was simple: sell goods we no longer identified with or create something entirely new.

 

What is behind your brand name?

 

GIL: I did my master's degree in critical theory at the School of Visual Arts in New York City. I was particularly interested in the relationship between aesthetics and subjectivity. In other words, how we construct meaning from an aesthetic experience. Names are part of these experiences. As an immigrant, I was fascinated by the historical and sometimes literal meaning of what we find in New York City.

 

Times Square was where the New York Times offices used to be. Broadway is a wide street in the middle of the city. Central Park is... a park in the center of the city. It's very different from Europe and other places I've lived.Socks, most places are named after people or events. In the United States, names are more democratic, descriptive, and directly related to their function.

 

For us, RUBBER N’ROAD represents a moment of truth. An athlete trains every day, but it’s during the race that the rubber really meets the road. We’re not just indulging in some designer fantasy. We want to offer cyclists high-performance clothing and accessories for when it really counts.

 

How would you describe the philosophy behind RUBBER N’ ROAD?

 

GIL: We're in New York. People from all over the world converge here to prove that they are the best in their respective fields. The famous saying, "If I can make it here, I'll make it anywhere," isn't just lyrics from a song.

 

So by setting up shop in New York, we put ourselves in the spotlight, and we know that means we have to constantly stay ahead of the curve. Our prototype and sample workshop is located on the upper floor of our store in Midtown Manhattan. We can come up with something in the morning and try it out in Central Park that same day. Many of the items we produce are manufactured just a few steps away from our design studio, so we are on hand to refine the construction of our garments in real time.

 

For us, community is central to everything we do. It embodies our values and shares our aesthetic and culture. It drives us to constantly strive for excellence. Its members are ready to support each other through thick and thin.

 

Our community believes in our approach, which consists of manufacturing ethically and responsibly, starting from the design stage. We exist to offer them products that have a real impact on their lives and enable them to achieve their performance goals.

 

By expanding our distribution network, we ensure that our partners share our values and that we can help them grow. We have partnered with Vélo Cartel because we know that you are at the forefront of a fair market where everyone in the supply chain is fairly compensated. We work with leaders who are advancing cycling and running their businesses in a sustainable manner.

 

 

Which product are you most proud of?

MAX: It's the Bib Prevail. It's the result of over a year of research and development. This project is particularly close to my heart because it was designed to be effective in several cycling disciplines that I practice and that are dear to me.

 

I love road racing, but I also enjoy venturing into the forest on bikepacking adventures. I wanted to create a bib that could do it all. It would be lightweight and compressive, like a road bib, but it would also have storage space without being too thick. So we made it!

 

Who are your products intended for?

 

MAX: One of the things I appreciate most about cycling is that it gives me a space to push myself and test my limits. I love hearing stories from other cyclists who do the same thing and achieve personal goals that are important to them. I think that mutual respect is what connects us to our customers, who value the time, energy, and dedication they put into our products. We push our limits so that they can do the same with theirs. We use state-of-the-art fabrics, collaborate with independent companies, and believe that our customers who support us in this endeavor value the quality and rarity that characterizes what we do.

 

Why did you choose to work with Vélo Cartel?

 

MAX: Because the store has the integrity we look for in a partner. Bruno Langlois is a leader in his community. His dedication to the sport and his customers is inspiring. We also enjoy working with other entrepreneur-founders who understand that the road to success is paved with challenges and pitfalls. We really want to support Bruno in the success of his business and help expand the community that finds its center of gravity at Velo Cartel. Bruno is a beast on a bike, and we can feel all the grit and tenacity that drives him, even here in New York City.