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Pure Amsterdam

Jeans, juice, and a journey through the cycling capital of the world.

Story by Pure Cycles April 24th, 2015

It’s hard to imagine a better day than one filled with friends, food, and a two-wheeled frolic through Amsterdam’s idyllic streets. Levi’s Commuter Series, Pure City, and thirteen of the best fashion writers in the world got together to ride bikes, explore the city, and test out some new denim.

The ladies who rocked the ride (and the gear).

The day began in Levis’ pop-up Academy for Advanced Jean-etics where we were treated to a delightful display of this year’s commuter line and a brief overview on what makes these darling duds so dear to riders.

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Outside, the bikes waited patiently for their new riders.

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But first, a bit eat to eat. Fantastically fresh rice wraps and sumptuous sauces made the perfect light meal to start our day and ensured we’d have the energy for the ride ahead.

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After we ate, it was time to don some new duds! Everything fit beautifully (thanks again light lunch!) and even before getting on the bikes it was clear these clothes were a step-up in the comfort department. High waists, stretchy fabrics, and water-proof, we were ready for anything Amsterdam could throw our way!

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And then everyone grabbed a bike. Once we started rolling, it became nearly impossible to take a picture that didn’t have someone smiling in it. Bikes are practically smile machines - it’s hard not to feel like a kid again as you float along.

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And we were off! The plan was a casual cruise of 17km (10.5 miles for the imperial set) around the city with a few stops for sights, snaps, and snacks. The smiles were still contagious.

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Bridges, bricks, boats (and lots of stuff that didn’t start with the letter ‘b’) made the kilometers pass quickly as there was a new beautiful sight around every corner.


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Riding through tunnels is a treat as the city noises drift away and the walls’ echoes make it sound like a cocktail party is rolling through. Then, when you hit the other side, the city’s sounds once again unfold and you get the sensation that you’re waking from a dream.
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The Rijksmuseum and the Amsterdam Science park are a perfect place to take a rest (and snap some selfies).

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We grabbed some welcome refreshments at Roots. Fresh cold-pressed juices and organic sweets pushed our spirits even higher.
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The sun had set while we snacked, but the cool night air made the little riding we had left even more pleasant.

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Like all good things, the day had to come to an end. Fortunately, like all great things, it came to an end with drinks! Swapping stories, smiles, and sipping sweet cocktails was the perfect way to wrap up our incredible evening. Can we do this every week?

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Footnote: Huge thanks to @levis_nl ride, @buzzorama, @frankthetank_ftycfor, @edijspauls, @spicepr, @brooksnederland, & @sarahreinhoudt for making it all possible!
Amsterdam, Netherlands