Ask: Create a lookbook to convey AFAIC’s brand identity.

Insight: AFAIC is part cycling team, part art project, part lifestyle brand— think more like a skate team than a cycling team.

Idea: As Far as I’m Concerned (AFAIC) is about breaking away from cycling tradition; telling stories from a different side, riding in a new way, and engaging with sports, art, and community activism. Collaborating with creatives from outside the cycling industry, the art direction takes heavy influence from skate magazines and urban photography. The brand operates similar to a lifestyle magazine, leaning heavily on visuals and context, and is designed to be flexible— almost nebulous— to change with the setting, creative output, and social engagement of each project.

Photos by Andrew Judd

2022