VICENZA, Italy (BRAIN) — Selle Royal has unveiled the fourth collection in its series of Project UP saddle artworks, timed to coincide with the Bike to Work Day in America and Canada and the first week of the Giro d'Italia.
The #BikePassion collection was created to raise awareness of childhood obesity and its causes – from poverty and lack of education to poor diet and low levels of exercise.
The five new designs have been created by some of Italy's leading illustrators and designers and the saddle artwork themes all revolve around the childhood joy of cycling.
Each collection seeks to raise awareness of a key societal issue, as chosen by the Selle Royal company's staff. The saddles feature specially created artwork from 25 of Europe's leading comic artists, product designers, graphic illustrators and animators.
The #BikePassion collection's artworks were created by artists including London-based illustrator Lucia Fioretti, album cover artist Hannes Pasqualini, the graphic designer Filippo Perin (aka Phil), Osvaldo Casanova, and Giacomo Bagnara.
The final artworks will be announced on June 1, International Children's Day in over 40 countries.
To help promote discussion on these issues, Selle Royal will make one of each saddle available to the public via a free-to-enter social media competition; using the hashtags #sUPportProject #BikePassion.
Of the additional two saddles in each design, one will be given to the artists, and the final one will be used in museum exhibits, both in Italy and internationally. The tour's details will be announced at a later date.
