Havn: When the Kit Gets Out of the Way, the Riding Begins

Most cycling brands ask you to choose a tribe before you've turned a pedal. The race tribe. The heritage tribe. The fashion-forward tribe. The kit becomes a costume before it becomes a tool and for a certain kind of rider, the serious one, the considered one, the one who plans five-day loaded routes and comes back changed by them, that transaction has always felt slightly wrong. Havn was built on the refusal of that ask. A self-initiated brand strategy and visual identity project exploring what