This is more about who I am as a designer,” he said. I’m not trying to recapture the thunder that came with the old brand. I’m not looking to compete at every price point. “The deal is to be a premium BMX brand, a high concept, not-for-the-masses brand. While Haro is still meeting with potential investors and distribution partners, he said a dealer line is likely several years out. Most IBDs lost interest in carrying BMX,” he said. “The BMX market is significantly down lately, so to jump into doing a complete line doesn’t make sense. He hopes to use the momentum from the limited edition sales of the FS1 to eventually offer lower priced bike and frameset models, and maybe a full-blown bike brand with sales through dealers. After that run, he hopes to sell a total of about 540 of the model. They will be bundled with a collectible shirt, hat and number plate. Haro hopes to sell 180 of the limited edition $2,250 FS1 bikes. His sales agreement prevents him from using his name on bikes, but he said he is allowed to “tell my story” in marketing, thus tying his name and history to the new Ikonix brand. Haro has not had a financial tie to his first bike company, Haro Bicycles, since 1993. Haro has been teasing his new brand since 2012, but recently showed the first images of the limited edition bike and is accepting consumer orders on the Ikonix website.
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