I've seen a lot of trends come and go over the 20 years since I began working in frame shops and building frames, and over the 10 years since starting Soulcraft, the industry’s increasing emphasis on aesthetics and paint seems to have overshadowed engineering and craftsmanship. It's high time we returned to embracing the bicycle for what it is; a simple and efficient tool.
Our focus is making better frames; built to be ridden rather than idolized, not something to be coveted for what they are, but for what they can do. The goal is always "build it quicker, build it better", and we achieve it by investing in machinery, fixtures, materials, and by designing new construction processes and more accurate fitting methods. Then we move the goal post and start all over again, constantly moving forward. All so your bike can do whatever it is you ask of it, and do it well.