A cycling icon
The Primo permanently altered the course of gravel riding. Introducing the concept of aerodynamics and its applicability to all riders when heading off road. In 2016 the idea was deemed outlandish and unnecessary. But now there’s hardly a gravel bike launched without a mention of aerodynamic tube shapes and watt saving integration.
Since its launch, the Primo has won almost everything there is to win in the gravel world. From the Flint Hills of Unbound, the mountains of the Jeroboam 300 and the sand of Central Michigan at Barry-Roubaix the original Exploro consistently found the top step of the podium.
But there comes a time when every icon needs a refresh. New life breathed into it, so it will endure, and continue to push the bounds of its domain. That’s exactly where we are with the Primo and why it is the perfect way to introduce the 3T WPNT (WePaint / hand-painted in Italy) program.
Bringing Painting in House
With 3T WPNT we’re officially launching our in house paint program to bring a new level of creativity and vibrancy to the Primo range. The launch will encapsulate 5 new colours and bring our riders lightness and enthusiasm as the northern hemisphere moves into the darker months. Featuring pastel tones and moving away from our traditional white box on the Primo, fans will now see a tone on tone look that acts as a nod to our traditional design language while moving steadily into the future.
Our design team took on the task of launching the program by moving away from the concept of the bicycle as transportation or a tool for sport. Looking at it more as a piece of art in motion or even a fashion accessory the way a high fashion house might approach it. Consciously the team moved away from the traditional racing aesthetic that most bicycles use for their colour palette. Bringing to life a series of colours that pop and break away from what is expected.
The performance of the Primo has never been questioned. Today the Primo reaches a new level, with the new painting program, bringing the iconic frame to a place beyond utilitarian function.
Primo WPNT Lineup
The Primo WPNT will be available as a frameset or complete bike in 5 unique colours. A perfect candidate for your dream build, the Primo WPNT collection is sure to turn heads at the local group ride. Rest assured you’ll stand out among the sea of boring, safe colours out there.
If a building from the ground up isn’t your thing, the Primo WPNT Apex AXS bike could be the ticket. Combining all the performance of SRAM’s AXS range into a budget friendly package. The Apex AXS groupset gives you an outstanding performance to cost ratio. Our new 40|30 carbon wheels (40mm deep | 30mm ext. width/23mm int. width) are a great all-round choice to handle gravel tires or road tires further enhancing the versatility of the Primo.
The Primo WPNT collection will be available to order starting today, with a 6-8 week lead time. For more information please head to LINK HERE.
