Pedlas is a new kid on the block. We are a digital magazine that celebrates urban culture of cycling. Cycling as recreation, practicality, style and freedom of movement; liberation of identity. The ultimate goal of the site is to create a hub for citizen cyclists, who could engage in the content and embrace the culture by sharing the sense of belonging to a community and who could propagate their own identity and style. The site is developed to educate and entertain as well as market specially selected and researched bicycle- related inventory.