here is the intro, translation courtesy of pal Veronaman...
I have always watched with great interest all the work of Richard Sachs, who is considered one of, if not the best, framebuilders. And when I say 'all' I mean everything he has done for his brand, and not only with respect to bicycles.
As other frame builders that I have interviewed have said, Richard Sachs (RS) is the man who created the concept, and the how, of selling "handmade" (or "custom", "handbuilt", and all the other English adjectives in fashion today). I believe that before him the same concept has been applied in the creations of Rene Herse and Alex Singer (during the period some have called the golden age of the bikes which were "tailored"). In particular, the first (referring to Rene Herse) remains, in my opinion, the master of elegance and moderation. The main difference between these two Frenchmen and what RS did is that Richard has applied these same principles to the racing bike and not only with with randonee or touring bicycles (as did RH and AS).
As you will read in this interview, I think it's enlightening to know that his first ambition was to be a writer or a journalist. I believe this throws a new light on his way of "being" and "doing": he can write a story in an original way that is not just about welding tubes together. But do not misunderstand, I'm not talking about the usual abused rhetoric about the art of cycling, welding works of art, etc.. etc.. that infest a certain way of talking about bikes.
RS has always made clear that he is an entrepreneur. He has never said that he heard strange voices or seen god that has shown him the path. Nor is he one that raves or speaks nonsense of the pure "passion" in what he does.
What he believes in is simply the way and the style that he builds and sells his bicycles. From communication choices (read marketing) not only based on upon victories in races and the sponsorship of the champions as the Europeans have always done, to the "sales process" (the down payment, step by step reports with the frame builder, etc..) which has now become the standard in the (large) niche of the "fine" framebuilders, up to and including his website / blog where there is always a great attention to a "literary" style, in fact like the well-known neologisms like ATMO.
Ok, ok, but "What about the bicycles?" you say. It is always very difficult for many (including myself) to understand and distinguish between dozens of framebuilders who are skillful and those that are less so. The difference in the results of a bike are your legs, not the templates and files. So who cares the style, waiting lists, and all the usual blah? Is it really worth spending a lot of money or wait years to have a bike identical to those steel bikes of 30 years ago instead of having a super-stiff, aerodynamic, carbon bike that is also comfortable?
I think there is no answer to this question. Because the answer depends upon each of us. It is our choice.
And here, in my opinion, is the the merit of Richard Sachs: he has created the possibility of a choice. Perhaps he makes "outdated" bicycles, perhaps not better than other framebuilders, perhaps he has created a niche (in the U.S.) that is saturated with imitators that aim for the wealthy, avid readers, of magazines like GQ, Monsieur, Capital and Wine Spectator, but Richard Sachs continues to work to keep alive the possibility of choice and discussion .
Continuing to write his (good) story. ATMO.
Bookmarks