“I don't see the usual rules of the game, and just crack on as gut dictates.”
Interview with a founder - Sam : Paria
As part of my ‘Meet the Crazy Ones’ series I interviewed Sam from Paria (noun. An outcast. A person who is rejected or cast out, as from home or society.) In the series I’ll ask all my clients the same questions to get inisights into how they work, which may hopefully prove useful to others on a similar path.
How would you describe what you do to a 5 year old?
Put nice pictures on people’s clothes, which they can wear when they are riding their bikes
What really lights you up?
When I approach someone fresh (and cold) and they already know about PARIA, get what we do and like it (even better when they, or their mates have bought something!)
What’s the change you want to create?
Break down the image of cycling being for MAMILS and people who have swapped out from golf. Make it more accessible, more attractive and so that the standard response isn’t “cyclists p1ss me off, i saw one run a red light once”/“bloody cyclists"
What are some of the challenges you faced/face?
Nepotism - it’s not what you know, it’s who you know. There is an endemic old school culture in cycling, which is slowly being broken down.
Big brand allegiance - young up and coming cyclists just want to wear the perceived “big brands”, see this as a goal rather than think about their style differently and support the challengers
What are your rare skills that enable you to make this change?
My skill is having no experience of the cycling industry prior to developing PARIA.
It’s meant that I don't see the usual rules of the game, and just crack on as gut dictates. Fits well with our outsider ethos.
I also take rejection/ or negative response as a challenge to succeed. If someone turns us down, I just look for another angle to build on that opportunity
What’s one thing that would make a huge difference?
More cash - sadly it unlocks everything
If you could make one request to the world on a billboard, what would it be?
PUSH BIKES NOT DRUGS
If you’re interested in finding out more about The Crazy Ones or would like to discuss how I can work with you, feel free to get in touch using the link below: