Bene has been a Riv rider for a long time and is what the kids call an Influencer. I have lots of issues with straight white shirtless guys on bikes but UltraBromance has done a lot of good for the cause of practical bikes with fat tires and mismatched drivetrains. He’s also not orthodox so he’ll use disc brakes and clicky shifting. I’m glad that most of ironic co-opting of queer culture has vanished and now he just rides cool bikes and sells well-thought out goods.
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