Although cycling is the greenest mode of transportation, its production methods aren't. Most of the brands, especially the bigger ones, can be seen as industrial brands which produce en masse bikes in low-costs countries and then drop their products on the market without much involvement, bond or interaction with their end-users, the cyclists. If Europe wants to be climate-neutral by 2050, it is time we create bicycles that also respect the environment and the principles of the circular economy.