This special creation is not a bike you'd normally see in Ribble's lineup - but as the brand's Head of Product Jamie Burrow said, the firm's Gravel AL frame was chosen to be the base for this urban bike that is definitely a money-no-object build.
"The current hybrid wasn't quite the right bike for what we wanted. Rouleur has become the show where people don't bring stock bikes – you bring something out of the box. We've taken something that could be seen as a city bike and gone and put Sram Red AXS and Hope components on it. We've not calculated the cost – because it's not going to be up for sale – but it's a very high-end bike," Burrow said.
The whole frame, fork, seat post and handlebar of the bike have then been covered in Vic Lee's work.
The London-based artist got the painting done in a matter of three days, Burrow told us in awe, and the detailed design is inspired by a cycle from Ribble's original store in Preston, on Watery Lane on the banks of the River Ribble, to the Rouleur Live venue at the Truman Brewery in London.
According to Ribble, the journey visually expresses the joy and freedom of cycling and interweaves the narrative with the cities, iconic locations, towpaths and twisting roads down to Shoreditch. It's one where you find a new detail with every look, for sure.
In terms of the spec, the Alloy Vic Lee E special edition frame with a carbon fork is built with FSA KFX SiC integrated ICR carbon flat bar, SRAM AXS XPLR 1 x 12 groupset with a Hope RX Crankset and Spiderless Chainring, Hope Tech 4 Levers combined with X2 callipers, and Hope floating rotors.
The wheels are Mavic Cosmic SL45 with a Mahle X35 hub motor placed at the back, wrapped in Pirelli Angel GT Urban 42mm tyres and finished with Ribble's LEVEL 3 carbon seatpost and Brooks Cambium Carved saddle.