page_title: Villy Custom
section_title: History
hierarchical_section_title: Villy Custom / History
caption_attribution_description: English: This is the Villy Customs Mascot by one of their bikes.
context_page_description: Villy Custom is an American lifestyle brand specializing in luxury custom fashion designed cruiser bicycles for adults. Based in Dallas, the company was founded and is privately owned by entrepreneur Fleetwood Hicks, a former menswear fashion designer and health enthusiast, and it was chosen by Entrepreneur Magazine as one of the 100 Most Brilliant Business Ideas of 2010. The company also
  aired in season 3 of ABC's show Shark Tank according to WFAA
context_section_description: In 2006 Hicks discovered beach cruiser bike riding on Venice Beach while in Los Angeles on a business trip.  After renting a beach cruiser for a scheduled one-hour ride, he brought the rental back 6 hours later and was hooked; relishing the simplicity, comfort and style of the bike and the fact that you could wear street clothes and look stylish riding.  Two years later, Villy Custom was founded in 2008 and began as a brick and mortar retail store (selected by Daily Candy as “Sweetest Things” 2009)  specializing in sales of Felt Cruisers, Hawk Classic Cruiser bikes, specialty accessories and apparel.  After experimenting with minor bike customization, Hicks soon realized he could infuse fashion, texture and unique color combinations to create a customizable luxury fashion bicycle  company.  The Icon of the Brand is the owner's Bullmastiff dog, named DeVille.  The Brand is known for its unexpected product features, such as powder coated handlebars, neck stems, seat post, seat post clamps, fender braces, seat hardware, and wheels in a multitude of colors.
caption: DeVille "Villy", Villy Custom Mascot
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