While it’s true that they make devices that have two wheels and a crank to pedal them, SUPER73 is not a bicycle company. According to their website, they are “an American lifestyle adventure brand fusing motorcycle heritage and youth culture.” So the company may feature “lifestyle” (and related merchandise) as a central core to their business model, but they do also produce some fun little electric bikes.

The company’s stated core values include “thoughtful design, responsible manufacturing techniques, and local community engagement,” with the last part being led largely by substantial social media buzz of celebrities posting shots of their SUPER73 bikes taking them on adventures. While the company claims that they do little, if any, outreach and brand placement to celebrity endorsers, it’s true that they’ve benefitted from positive attention coming from the hotspots of social media influencers.

Since the company started in Southern California in 2016. they’ve been near the front edge of some big changes in the bicycle business. The e-bike models available from SUPER73 all have the retro look and feel of a Honda minibike made popular in the 70s and 80s, which were used back then by kids to spin circles around the nearest dirt lot in town or to take longer adventures, on-road or off. For adult riders in the twenty-first century who are looking to replicate a bit of that free-spirited adventure on a minibike, an e-bike from SUPER73 may be just the ticket.