The store operators Michel Seeliger and Nils Schaub announced the name change for image reasons: "More and more single-speed stores are entering the market. We want to differentiate ourselves with John Tweed." Even at the start of the company, there were not only single-speed bikes for sale, but also high-quality retro bikes with multiple gears that whetted the appetite of customers at the shop at Clarastrasse 11 in Basel for a dignified bike ride. The store also generates a large proportion of its sales with fashion and accessories from traditional brands such as Levi's Vintage Clothing, Momotaro, Nigel Cabourn and Stetson. "We are not part of the masses, especially in the fashion sector," says Seeliger.

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