An Impossibly Chic Cycle

by Natasha Wolff | April 10, 2013 8:20 am

When man-about-town Lorenzo Martone[1] cycles around New York City, everyone stops and stares. But it’s not just because he’s tall, dark and handsome. The Brazilian-born luxury brand consultant recently launched Martone Cycling Company[2] — “fashion bikes” that seamlessly integrate style, design and functionality. The men and women’s frames have built-in baskets, a signature red chain, and are available in five custom-painted colors: red, black, white, silver and gold.

Now that the brand has officially launched, Martone’s been busier than ever – which means he’s putting major mileage on his gold “Men’s Grand.” Below, the cycling enthusiast gives us a glimpse into life on his bike.

6:45 a.m. I wake up at the same time every day. My real alarm is set for 7, but there isn’t a single day that my dog Mia (pictured) lets me sleep. I can’t get mad because it’s so cute.

7:15 a.m. I make her breakfast first, and then I make mine. I drink coffee every morning, but I’m not the Starbucks type. I like to make my own. I’m half asleep but already checking my phone with one eye open – emails, Twitter[3], Instagram[4], news. Then I take Mia for a walk.

8:00 a.m. I ride my bike to Equinox[5] in the West Village. I don’t go everyday, but I try to go often because I think, “I already took care of myself in the morning, now I can give to others.” Also there’s a chemical aspect to it: adrenaline. Every fashionista and designer in town is at the West Village Equinox. The secret is to wear headphones so you don’t have to really engage in conversation.

9:15 a.m. I go back to my apartment, get ready, then bike uptown to the Upper East Side showroom where the bikes are. I take the West Side Highway all the way up and then cross over to the East side. Since we just opened the Paris office and I deal with manufacturers in Taiwan, I’m always behind because of the time difference. So I get a little anxious to get to work and go through emails.

1:00p.m. In the morning I have a few meetings with potential collaborations, where the bike should go, what else we can do with the brand. Very few people want to meet uptown so I like to go for a lunch meeting at a fun place. Sometimes I have lunch at Barneys[6], but today I’m meeting with a jewelry designer at Sant Ambroeus[7]. I’m working on a jewelry line inspired by the bikes.

3:00p.m. I like the arts a lot so at least once a week I to go a gallery or a movie – just do something cultural. So I biked to the Basquiat Show at the Gagosian[8]. It was really beautiful.

5:00p.m. Because of my PR background I still consult for brands like Melissa Shoes[9], so I had their launch for the new collaboration with Karl Lagerfeld[10]. It’s always nice to see the fashion industry being supportive of a designer or a project. Afterward we did a dinner at EN Brasserie[11].

11:00p.m. That night we went to a club called The Westway[12], but I didn’t last long. There was a time that everyone joked that I had my own toothbrush in the bathroom of the Boom Boom Room[13] because it seemed like I was there all the time! But those days are over. Since I moved to the West Village, started the bike company and got a dog, my life changed completely. It all happened at the same time. My life really slowed down.

12:00 a.m. I usually try to be in bed before midnight. I do a last review of social media to see what’s happening in the world and put Mia to bed. I read at night – I have a whole bunch of books that I’ve been trying to finish. I’m reading Patti Smith’s Just Kids[14] and another book called Flow: The Psychology of Optimal Experience[15]. It’s by a crazy Russian psychiatrist, and he’s talking about how to live longer; how to keep the “flow” of our lives; the pursuit of happiness.

Martone Cycling Company bikes are available at[16] and Colette[17]

  1. Lorenzo Martone:
  2. Martone Cycling Company:
  3. Twitter:
  4. Instagram:
  5. Equinox:
  6. Barneys:
  7. Sant Ambroeus:
  8. Basquiat Show at the Gagosian:
  9. Melissa Shoes:
  10. new collaboration with Karl Lagerfeld:
  11. EN Brasserie:
  12. The Westway:
  13. Boom Boom Room:
  14. Patti Smith’s Just Kids:
  15. Flow: The Psychology of Optimal Experience:
  17. Colette:

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