The Imagine Project has been a bold statement and a significant commitment for a business of our size. We’ve known since its inception that it is a long term project, only becoming a viable business option in the future as pressures on global material resources continue to increase and necessitate a large-scale societal shift away from traditional models of ownership and consumption.

We’ve come to realise that this initiative alone does not address with sufficient urgency the challenges we face in tackling our environmental impact as a business, and that we all face in the global climate crisis.

We have therefore decided to put the Imagine Project on hold and refocus our resources where we believe we can make a positive impact most quickly, carrying across the knowledge and learning from the Imagine Project and committing to implementing sustainability measures across all of our business activities.

With the Imagine Project we are rethinking the way bicycles will be made and supplied in the future

Ownership as we know it will become a thing of the past. Bicycles will be rented to the user, then when they are finished with they will be returned to the factory, refurbished and rented to another rider. This will prevent precious raw materials going into landfill.

We will have to make bikes that last for much longer than they do now so that we can rent them for as long as possible. The bicycles will be designed so that when they finally reach the end of their lives all raw materials can be separated and reused. This is known as a “closed loop” or “circular” supply chain.

Nothing will go into landfill, indeed, it’s anticipated that raw materials will become so precious that businesses and governments will begin mining our landfill sites later this century to recover what was thrown away in the last.

Natural reserves cannot last forever

The way in which almost all goods are manufactured and supplied is based on a linear or ‘take, make and dispose’ model. This results in enormous wastage and consumption of precious raw materials at every stage of the process; from extraction and processing through to their manufacture into products, sale and disposal. This can’t continue indefinitely. Discover more.

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Open source

We are committed to transitioning to a circular supply chain and hope that by leading the way others will follow. We therefore intend for the Imagine Project to be open source and will be inviting contributions and sharing our discoveries as the project grows and develops.

Imagine Project: The story so far…

With our Imagine Project, we are aiming to create an environmentally sustainable children’s bike that uses the principles of the circular economy to challenge and change the way we think about designing, manufacturing, owning and ultimately disposing of our products.

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Introducing our first Imagine Project prototype

After an intensive period of research, learning and development we have produced our first Imagine Project prototype, the Imagine 20. Here we share some of the thinking behind our initial design, materials and component choices and how we’re progressing towards our goal of making the bikes ‘circular’ and sustainable.

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Resources of every kind are set to become scarce

The largest populations of our planet lie within the developing nations which are experiencing a dramatic cultural shift from that of self-supporting subsistence agriculture to urban factory work.

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