But from planting the bamboo in the Zambian forests to shipping the bicycles to the concrete urbanjungles across the world, the process of manufacturing the bikes is far from an easy task.
These love to pretend that they live in one of the world's toughest urbanjungles, beset by warring gangs and malevolent Nature, when, in reality, the biggest danger they face is that the person behind the counter at Starbucks might mis-hear their order for a double tall, decaf, non-fat latte with a vanilla shot and make their coffee with full-fat milk by mistake.