This hot shop is a boutique-style experience dedicated to the bike, offering mostly casual apparel for average and avid cyclists. Rouge (735 10th Avenue SW)is the sister store to its neighbour, Speed Theory, and business has been climbing since opening in May 2013. Their offerings are functional yet stylish, so you can be comfortable on your bike but show up on a patio with friends or at a business lunch and not look out of place.
This hot shop is a boutique-style experience dedicated to the bike, offering mostly casual apparel for average and avid cyclists. Rogue neighbours Speed Theory, and business has been climbing since opening in May 2013. Their offerings are functional yet stylish, so you can be comfortable on your bike but show up on a patio with friends or at a business lunch and not look out of place.
Hal Kuntze, Paul Anderson and Darcy Bell identified the niche opportunity in Calgary and the branding was executed by Jamie Calon of 54blue. People don’t ride bikes to be fit; cycling is a lifestyle and identity kind of thing.
The shop sells the culture of cycling and the stock is a byproduct of what they do. There’s an espresso machine behind the counter, montages of mountains on the walls. Customers tell them that cycling is the new golf.
Rogue is always bringing in new lines and sources their products from Germany, Australia and the US. Après Velo is a brand from Australia that is coveted by those in the know who are well travelled on two wheels. They feature graphically styled t-shirts, hoodies and long sleeves. Chrome is a brand from the US with notoriety in the commuter cycling community. They have a line of casual styled bike shoes and are most well known for their messenger bags.
They also carry Brooks England Saddles, top leather crafted saddles and leather shoulder bags. As a purveyor of fine goods, they’ll talk to you for 20 minutes regarding saddle craftsmanship, how to preserve the saddle, and how to speed up the wear in process of that saddle as if it’s an equestrian saddle.
Rogue also carries a unique collection of cruisers and touring bikes. Felt bikes have a lifestyle collection in 2013, including a military style bike and a chopper cruiser. The shop works with Cycles Toussaint from Calgary, who produce incredible functional artwork and reconstruct retro-touring bikes made with brand new retro components.
Rogue has been involved in the Calgary community, having recently been a part of the BIG Festival to showcase Calgary’s homegrown culture. The shop hosted six bands at their in-house concert over the course of the day and will continue to look for organic opportunities to continue to be involved in their community.
The shop is a shrine dedicated to casual bike culture and is ahead of the curve. While Vancouver and Montreal are known as the current hubs of cycling culture in Canada, Calgary has an impressive number of cycling connoisseurs set to put the city on the map.