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Germany's bicycle print media scene is limited and strictly distinguishes between different types of bikes and cyclists. Content and design are nearly jaded in mainstream. Yet no magazine for the true enthusiast existed, offering high quality infotainment and the long sought for deeper matter. Now fahrstil is the bike magazine for people who identify with bicycles in a different, intensive and category ignoring way . This passion deserves a magazine focusing on the joy of cycling beyond traditional marketing segments. These conceptual claims are visualized in editorial design, fahrstil's restrained style decelerates and surprises in details.