Bicycle messengers are growing in the public consciousness, with numerous documentaries covering their aggressive riding as they deliver packages in dense cities. Despite that fact, no cycling gear brands have centered themselves around messengers or their following. Chrome brand messenger bags are the closest product to do so, and have excelled even among non-messengers.

Messenger-style riding is more similar to the challenges faced by commuters and other city riders than is competition road cycling, and therefore provides a better “extreme user” to design a line of products around than competition road cyclists, which brands like Specialized and Trek spawn from.