Brilliant is rethinking the bicycle in a similar manner to what Harry’s did for razors and Warby Parker did for glasses—beautiful products, no middle man and a cost that won’t make you do a double take at checkout. The entire Brilliant brand was built from the ground up, including spending months in Taiwan at the state-of-the-art, wind-powered manufacturing facility working alongside their partners to get a feel for the entire process and work out kinks. Each Brilliant Bicycle includes 150 unique parts from 50 different vendors with the final product (the more traditional Hudson, or the cruiser style Mayfair) available in a number of sleek colors with leather grips and seat. Building your bike online requires answering a few questions about location and height so that the bike can be streamlined and devoid of any unnecessary parts that would drive up the cost. Any of the carefully designed, gorgeous options will look great under you, on the wall or chained to a lamp post.