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July 2007

“Sweet” as defined by Tim Parr

Sweet, as we'll talk to it today, does not refer to Sean "Sweet" Johnson, the chraracter in Grand Theft Auto: San Andreas, nor does it refer to, Sweet, the character in Buffy the Vampire Slayer, or any reference to Sweet Crude Oil... the black gold that's low in sulphur. None of those references matter here.

Like all assingments, there's a problem. The issue is that like with the words "cool" and "quality"... as soon as you begin to define "sweet", you begin to kill it. And being an active member of the Sweet Preservation Society, I'm not inclined to kill Sweet.

I can give it some context though... Sweet is what happens when we don't polish the turd, or try to be anything other than what "is". Sweet is organic... like carrots, eggs, and bio-diesel.

Don't ever try to be it, resemble it, make it, or claim it. Sweet happens when we get out of our own damn way.

And to quote a noted journalist: Amen.

About Tim Parr

Tim Parr first started Swobo in 1991 when nobody else would hire him. What started out as a movement to change the way people think of bicycle clothes (and ultimately the bicycle itself), has developed into a group of like-minded citizens that span from San Francisco to Manhattan, and Tokyo to London. (And I guess here in Portland, too. -ed) In the Fall of 2001, Tim sold Swobo to Santa Cruz bicycles, and then walked the Earth like Caine in Kung Fu, leaving no stone unturned. Fast forward to Fall of 2004, Tim partners with Rob Roskopp to re-launch the Swobo brand and form a new company. After spending most of the year deciding which shade of blue is best, Swobo was launched back into the market in November, 2005.

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Photo courtesy of Tim Parr
 
 
 
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