LA Brakeless (LAB)

The project captured the shop's distinct identity, equal parts bike culture, street art, and craftsmanship.The shoot documented every dimension of the LAB experience: the bold storefront framed by a striking street mural, the carefully curated retail floor packed with Aventon fixed-gears in teal, orange, and white, and the shop's impressive selection of components — from stacked Bern helmets and colorful handlebars to display cases of pedals and track wheels hung ceiling to floor. Archival touches like a vintage Greg LeMond / Freni Modolo poster and custom KHS frames on the wall spoke to the shop's deep reverence for cycling history.

Behind-the-scenes workshop shots brought the full-service side to life, showing hands-on mechanical work and the well-worn, sticker-covered workbench that is the heart of the operation. A portrait of the shop's mechanic rounded out the story with a personal, human touch.