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Wooly’s Wheels

Scope: Branding, Identity

Loop Brands teamed up with Wooly’s Wheels in creating a new brand & retail vision. Wooly’s Wheels is less about the destination but very much about appreciating the journey and the thrill of riding.

Once legendary for his springy afro hair, Wooly or Michael as he is also known came to Australia from his native Egypt with his family in the 1970s. He entered high school speaking absolutely no English, but quickly found a new home amid the bohemian scene that made Paddington Famous. Striking out on his own at 16, he began his lifelong love of bicycles as a mechanic that included a sting servicing bikes out of his own ute on the UNSW campus. In 1979 opened his first retail space which is still here today, trading $7 on his first day – off to a flying start!

Whooly’s Wheels quickly became a Sydney institution, servicing all types of Sydney’s riders. He’s seen it all, from the introduction of aluminium and the death of friction shifters, to the start of carbon wave and the ‘zzzzt’ of electronic gearing. Wooly has more recently played a keen role in the opening of the annual Sydney to Wollongong ride, and has remained active in supporting local events that continue to spread the joys of cycling.

Wooly prides himself and his store on independence and a love of doing things well. Oxford Street player, back street racer, high street retailer, devoted man & more!

You can visit the newly renovated store at 82 Oxford Street, Paddington, Sydney. NSW. Australia!

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