Liv is ALLY-SUPPORTED.
We deeply appreciate all of our allies—from our brother brand Giant, to everyone who rides with us, roots for us and shares our belief that when more women and girls ride, we all win. Sean Armenta's "Life in the Bike Lane" project was born from the idea of highlighting Vancouver cyclists from all backgrounds and inspire more women to join them on the bike lane. The Giant Vancouver bike mechanic explains how it all started and came together.
"While I was born in Vancouver, I never really lived here. I always lived someplace else, mostly in Manila and the Los Angeles area. In September of 2019 I decided to come back to Canada and make Vancouver my home. Then Covid hit, and for the next year and a half I felt pretty isolated in my own birthplace, not to mention really feeling like a stranger in my own home. I had kind of retired from photography and wanted to pursue a new venture while still doing something I was passionate about, and that was obviously something to do with cycling.
Back in LA, I had my group of usual friends I would ride with. Here in Vancouver I knew maybe two or three people but no one who rode bikes. At the same time I was actively pursuing finding work in the cycling industry and was extremely grateful I got a job at Giant Vancouver. It was so dreamy and I felt like things started to fall into place for me. Still, I was riding solo with the exception of maybe riding a couple of times with the shop owner Andrew.
Photography was and still a huge part of my life and identity, so it was natural for me to combine it with this new world of cycling. I wanted to find a cycling community somehow and thought what better way than to take advantage of our customer base as a shop and Giant and Liv as a brand to promote cycling and Giant/Liv bicycles.
By this time restrictions had relaxed and things were going back to somewhat normal. I made a post and story on my Instagram seeking anyone who was riding Giant or Liv bikes and offering to shoot their portrait. At that point I hadn’t really narrowed down the scope of the project - i just wanted to see if there would be any interest. I knew from the get go that I did not want my project to be one dimensional - I wanted to show cycling as inclusive and that it encompassed so much more than road racing or competitive riding. Vancouver is such a bike-centric city and every day, no matter what the weather, I saw people commuting by bike. I wanted to not only feature people crushing KOM’s/QOM’s on their TCR’s and Propels, but also the everyday rider who uses cycling as their main source of transportation, or the people who ride just for the pure enjoyment of it. It wasn’t necessarily about the bike itself - it was really about people’s unique relationships with their bicycles - what they used them for and how it affected their lives.