THE SEROTTA DESIGN STUDIO
Ben Serotta has been designing and building bicycles for more than 40 years. In that time, across thousands of conversations with cycling customers, he’s come to realize what most people want is a trusted opinion. More than anything, people want to know what bicycle will best suit their kind of cycling so that they can just ride, confident that they’ve made the best selection.
Serotta Design Studio values time and experience… We believe in keeping things simple and clear, which is why our product lineup is easy to understand and navigate. Every detail and component has been considered and evaluated so your purchasing and riding experience will be enjoyable, confidence inspiring and anxiety free.
Fundamental to our philosophy is our determination to create product that is exceptional in both performance and beauty, with a life cycle that supports a long time love affair between the rider and the machine. This approach inevitably leads to the plentiful incorporation of SDS proprietary design components that bring out the best virtues in each material we select. This approach continues a Serotta 40-year tradition of eschewing fluff and hyperbole for innovation that really works, delivering true authenticity in the form of products that you will believe in for years to come.
TWO FOR THE ROAD
For his re-entry into personalized bicycles, Ben Serotta returned to his roots to produce two modern road models, designed for the way we ride today.
The bike Ben always wanted to make, but never did, until now - an ultimate-performance aluminum tube frame designed to his specifications, available in pre-engineered sizes (with components configured to customer fit specifications). The Duetti is prepared to rival the ride and performance of any bike, made of any material. This is a custom bike, built on a pre-engineered frame.
Serotta Design Studio's latest custom bike, constructed of Columbus steel tubing that improves upon Serotta's legendary Colorado Concept tubing, and customized to the customer's fit specifications. This is the new Serotta… custom from top to bottom.