Fara F/AR

Fara Cycling is a Norwegian brand founded in 2016 by Jeff Webb. In a previous life, the Canadian-born Oslo local was a pro rider, but after calling time on racing he went on to forge a career in the sporting goods industry.

‘During that time I was able to get familiar with how the bike industry works and got to spend a lot of time with Gerard Vroomen, who was running Cervélo with Phil White at the time,’ he says. ‘Their philosophy of form following function was something I appreciated. Having lived in Norway for 25 years it resonated with me on a cultural