Like any avid cyclist, Eli Reich loved his messenger bag. So imagine his disappointment when it was stolen. Not one to be derailed for long, he turned this loss into an opportunity. Using a borrowed sewing machine, he crafted a replacement bag from the bike tubes he had lying around. Everyone who saw Eli’s creation wanted one of their own, inspiring him to quit his job and launch a new venture transforming recycled bicycle and truck inner tubes into sleek, stylish, and sustainably produced bags and accessories inspired by the urban lifestyle.