A few years ago some former long-time mechanics and shop owners decided to throw everything they knew about bikes into these beauties and form a bike company. Nobody thought they could do it. However, today the Roll! bikes are the starting point for anyone who wants their bike custom and doesn't want to go through the months of hassle to pull it off. Visit their website for the complete story. The bottom line is that you chose the frame style, color, size, the bars, the saddle, and the tires and a week to ten days later you're on the bike that YOU built. Amazing.