We've followed the trajectory of fixed gear bikes for quite some time, waiting for them to leave the hands of the hipster elite (and the uber cool stores who formed their business around them), to people who saw something cool and wanted it. While fixed gear bikes were originally made for track-racing - which explains why they can cost so much - companies like Pure Fix were the first to realize that they're really used as city bikes, and as city bikes they don't need to cost so much. In a world where everyone is in this great race to the bottom, we love Pure Fix because they don't build crappy bikes. Every day we get customers bringing boxes into the store with bikes inside that they bought off the internet and we won't even assemble them. No mechanic can make a poorly made bike work after the fact. And that makes Pure Fix leaders in the category.