Supporting community

“Community” is a powerful source that helps to both shape and support brands. I’m a big believer in the benefits of forging community bonds, and there are some strong ones at the heart of Switchback Cyclery.

This service-focused bike store – which grew out of an initiative of The Sanctuary Ministry – creates long-term opportunities for street-involved people, providing them with new skills and that all-important supportive community. Opened in June 2013 in Toronto’s evolving Riverside neighbourhood, the store has built a loyal following and was named by NOW Magazine readers as Toronto’s Best Bicycle Store in 2014.

Now that Switchback has gone into its second year, and with such success, we’re celebrating their anniversary and promoting its mandate, Propelling Community, with a limited edition of 75 silk screen posters. These posters, which we illustrated and had printed by Kid Icarus in Kensington Market, are a celebration of the wide range of cyclists, businesses and people that make up the Riverside community.

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The posters are now on sale for $35 at Switchback located at 651 Queen Street East. In support of this expanding community, $10 from each poster sale goes back to The Sanctuary, funding and supporting its mission further.

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