Every so often, an innovative idea is born ahead of its time. I discovered one such notable example at the IJ-Hallen flea market in Amsterdam. The Swedish made Itera plastic bike, with the aim to modernize the bicycle using plastic materials. But due to technical issues, the project ended in failure after three years.
Reminiscent of an era featuring Atari game consoles and audio cassettes, the Itera bike was first unveiled in 1981. Backed by nationwide advertising, nearly 100,000 Swedes indicated that they were interested. In February of 1982, production began but sales were slow. The bikes were delivered unassembled with tools provided in the box. Read More